Anthem to Retirement
A1 Slovenija
A1 introduced a new offer for seniors and, together with us, created an anthem celebrating everything that makes retirement fun.
Many people feel that retirement is a time when many things come to an end. But the truth is, it’s mostly the less fun things that end—like work, work, and… work. The less work there is, the more social life and fun there is. A fact we believe many retirees would happily agree with.
That’s why the central message of the campaign is simple: the real fun begins in retirement!
With this in mind, we created an anthem celebrating all the great things these years bring. At the same time, we introduced the brand-new Senior MIO package, offering retirees an incredibly affordable way to stay connected.
On social media, we teamed up with DROM Agency to launch a video featuring our Hymn to Retirement, where we visually “translated” its lyrics into fun digital activities that seniors enjoy—sipping coffee while commenting on Facebook posts, sharing content in the family Viber group, endless phone chats, or binge-watching Turkish telenovelas.
Alongside non-senior Jurij Zrnec, the video also marks the debut of A1’s new senior influencers—Atko pa Matko, well-known on Instagram. Through their content on Facebook, they’ll prove that retirement is far from dull—it’s actually more fun than ever!
Beyond busting myths, we also decided to speak to seniors in their own digital language—with classic “retiree jokes” on iconic Facebook backgrounds. Judging by the reactions, these have already found their way into their hearts, morning coffees, and family Viber groups. Blessed be.
To everyone still counting down the years until retirement (and this fajn, fajn offer), we hope time flies by! In the meantime, enjoy a good retiree joke or two. 😄
SHIFT: Luka Bajs, Kaja Elsner, Matija Primc, Andraž Grulja, Nejc Vernik, Špela Žorž, Jurij Vahtar, Lina Gorjup
Client: Nikolaja Frece, Nina Šiler, Katja Vidovič, Eva Remic in Anja Bogataj
Partners: DROM Agency, Kinomotel, UMER, Džuboks, Voodoo Doll Studio, OMD, W3B
