Does growing older mean life has to shrink? Can you live to be 90 and still act your

shoe-size? Can the challenge of how to care for a loved one in life’s later years be

met with positive partnership and a spirit of meaningful solutions? These are a few of

the questions – and the start of a new conversation – opened through the first-ever

national branding campaign for Brookdale.

As the nation’s largest operator of senior living communities, as well as a leading

provider of innovative senior-related services, the role of helping families answer

these age-old questions is a true calling for the people of Brookdale.

It’s also a call the U.S. population is increasingly seeking help with – thanks to

significant numbers of Boomers and the relative lack of a defined leader in the crowded

Senior Living industry. All of which is why, starting in late April, Brookdale unveiled a

multi-layer brand marketing effort across a variety of touch-points, including cable TV,

print, digital, social and live chat – all geared toward helping people, enriching their

lives and earning their trust.

This campaign is truly unique, as no other provider within the category

has ever launched a full-scale brand marketing effort that talks to seniors

and their families with honesty while offering a sense of hope and vitality.

Bringing this topic to life, the work features a series of faces – both of seniors as well as their families – composited with

images from throughout their lives. As “the new face of aging,” the campaign centers on four main periods in which

audiences are deemed to be more receptive to the message of aging: How to begin having the conversation; How to

resolve the emotional uncertainty related to this process; Finding the solution that gets them or their loved one to the right

place; and Experiencing and enjoying a truly enriched life.

In addition to standard units, Brookdale is partnering with CNN to sponsor “Impact Your World,” a signature

series and a CNN Network worldwide initiative that highlights well-known artists and celebrities and their philanthropic

causes. Additionally, Better Homes & Gardens is hosting a Twitter Party, in conjunction with Brookdale, to discuss

topics related to aging and caregiving. This approach allows Brookdale to drive online engagement with the Brand

among prospective seniors, and their adult children and healthcare professionals alike.

Production began in early March in Nashville. Over the course of three days, eight TV spots, extended video,

print, online and related visual assets were captured with director and photographer Tom Hussey. Subsequently, each

of these frames was animated to reveal the entire face. During the shoot, the actors were shot against a green screen,

while the actual building of the face was done through computer generation.

This campaign is truly unique, as no other provider within the category has ever launched a full-scale brand

marketing effort that talks to seniors and their families with honesty while offering a sense of hope and vitality.

We’re excited to see “all the places” the Brookdale Brand will go in the future.

Have the virtual connections created via social media actually made us

less connected, and less social? Are the high demands of life today

creating a too-short supply of time to get together with friends and

family? If you answered “yes” to either of those questions, then the

message behind Chinet’s latest campaign will resonate.

“The essence of the strategy, and this campaign, is about how, as a

society, we seem to be less connected than ever before,” commented

Clayton James, Creative Director. “In the not-so-recent past it seemed

that people getting together – in person – and spending quality time with

friends or neighbors wasn’t so hard, nor such a rarity. It certainly seemed

to be more of a priority.”

And who better to provide commentary on this cultural shift than

Chinet, a brand that has been at the center of potlucks, picnics and

backyard barbecues for more than 75 years.

The campaign features a young woman who breaks away from

a crowd of “drones on smartphones” to enter a museum exhibit

titled “The Lost Art.” She encounters glass-enclosed display cases

featuring actual people, frozen in time, in the act of getting together

– “The Cocktail Party,” “An Evening with the Neighbors,” and “The

Block Party.” By the time she is finished surveying the final display, our

heroine has decided that she wants to be a part of the warm, human

interaction she is seeing, and literally steps inside to join the festivities.

The scene then comes to life while the voice-over reads, “Rediscover

the Lost Art of Getting Together.”

The television commercial is airing on The Food Network, HGTV and

The Travel Channel, among others. The campaign extends into national

magazines, and also into digital media, including a virtual tour of “The

Lost Art” exhibit at mychinet.com/lostart, featuring inspiration, ideas and

tips for people to have their own get-togethers more often.

“We expect the new campaign will give the brand a real sense of

purpose and renewed energy, and think the message is highly relevant

and meaningful in today’s times,” said Paul Huckins, VP, Retail for

Huhtamaki North America, Chinet’s parent company. Apparently, so does

The New York Times, which recently included Chinet in a feature story

about the strategy of leveraging Social Media and its impact on society

in advertising campaigns.

“WE EXPECT THE NEW CAMPAIGN WILL GIVE THE BRAND A REAL SENSE OF PURPOSE AND RENEWED ENERGY, AND THINK THE MESSAGE IS HIGHLY RELEVANT AND MEANINGFUL IN TODAY’S TIMES.”

– Paul Huckins, VP, Retail for Huhtamaki North America

“WHAT IF” – THE STORY BEHIND GEOTRAKWith the advent of new technologies such as GPS positioning, digital cameras and mapping software, nearly 15 years ago the “what if?” team at Buntin Out-of-Home Media initiated the first basic change in managing billboard programs in 40 years. What if we could get rid of file folders and photo prints? What if all renewals, postings and maintenance issues could be at your fingertips? What if every board in the country could be graded by visibility and structure, as well as traffic counts? This innovative look, 13 years ago, led to the creation of GeoTRAK, the first web-based, fully integrated management system.

GEOTRAK “WORLD” COMES TO LIFENow, after three years of development, Buntin Out-of-Home Media has added GeoTRAK “World” to the platform, which Buntin Out-of-Home Media President Howard Greiner describes as, “The industry’s most sophisticated planning model.” “The other planning offerings now being introduced for the outdoor industry, while an improvement, did not contain the depth of metrics we wanted. So we have built that capability into the GeoTRAK system and call it ‘World,’ in that it opens new insights and facilitates speed, execution and client savings.”

THE DEPTH OF THE NEW PLANNING SYSTEM is reflected in that it allows target demographic segmentation, PRIZM profiling, plan fulfillment (number of units, reach, frequency, rating points, data integration) and other qualifiers previously not available in outdoor planning.

ACCORDING TO JON CARMACK, EVP, BUNTIN OUT-OF-HOME, “‘World’ can plan by travel arteries, interstate corridors, specific retail locations, competitive locations, DMAs and down to audience segments by street or business. The depth of the system includes the new TAB audience ratings, but we have added a number of other dimensions to create truly robust planning options.”

ONE OF THE MOST DISTINCTIVE FEATURES is the client participation option. Web-based access is available to specified client personnel where the system is totally transparent. They can be fully involved and monitor program management, planning, vendor execution, delivery, costs and stewardship. All these are critical and important functions for those individuals managing major outdoor programs.

THE “WORLD” SYSTEM WORKS WITH TRADITIONAL posters and bulletins, but also includes digital networks and all place-based options.

We would love to hear from you.

Contact us at results@buntingroup.com or 615-244-5720.To view this issue electronically, go to buntingroup.com/summer13pov

or find it at facebook.com/buntingroup.