Municipality of Shanghai: Open All Ages

The campaign aimed to address the issue of social exclusion of Shanghai’s elderly population by transforming nightlife venues into morning spaces for the silver-haired seniors.

Campaign details

Title: OPEN ALL AGES / MORNING SHANGHAIBrand: Shanghai Science and Technology Elderly Service CenterAgencies: Ogilvy Shanghai Shanghai + Boxcutter Limited Auckland + Hongguan Art Lab Shanghai + Red Horse Media ShanghaiMarket: China

Background

Shanghai, known for its lively nightlife, is also an aging metropolis with over 5.4 million elderly residents, making up a quarter of its total population. However, rapid urbanization and the scarcity of land make it hard to create new venues for the elderly, and they often find themselves excluded from social and entertainment opportunities. The “Open All Ages”...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands