Bold: Robots with a heart for Pro Senectute
In Bold’s latest service campaign for Pro Senectute, technology takes on a surprisingly endearing side. With a touch of humor, the campaign shows that even in the age of AI, a helping human hand remains irreplaceable for some things.
A small digital helper in the household and everyday life can provide great support and company. But what if it is overwhelmed? Pro Senectute supports elderly pensioners with its heart and the corresponding services. The current campaign aims to convey this in a friendly and approachable way.
After all, it is not always easy for older people to organize support. Admitting that they can no longer do many things on their own is often bitter. Little "Robi", with his clumsiness, symbolizes the shortcomings of old age.
With Robi, Pro Senectute wants to address a difficult and complex topic in a light and unmistakable way. And shows with a wink that even in times of high-tech and artificial intelligence, not everything can be done by machines.
The campaign is now on air, including TV commercials, online, social media and dialog measures.
Responsible at Pro Senectute Switzerland: Peter Burri Follath (Head of Communications), Marin Good (Head of Digital Communications, Deputy Head of Communications). Responsible agency: Bold. Responsible at Midpoint Film (film production): Janic Halioua (director, camera, photography, edit, color grading), Chenyi Guo (producer), Peter Zottl (production manager), DubDub Studios (audio post-production), Fabian Lüscher (robot dad).
