Alternative Title: I'm To Old For This/ First time, anytime
Category: Pharmaceutical/ Public interest
Brand: Merck/ Merck Consumer Health
Media: Film/ TV
Title: We 100
Country: Italy
Advertising Agency: Ogilvy & Mather Italy
Production: The Family
Country: Italy
Director: Amanda Blue
Chief Creative Officer: Giuseppe Mastromatteo
Chief Creative Officer: Paolo Iabichino
Creative Director: Marco Geranzani
Creative Director: Giordano Curreri
Creative Director: Matteo Pelo
Producer: Lorena Padovan
Producer: Tania Dal Pra
Executive Producer: Lorenzo Ulivieri
DoP: Ian Murray
General Manager: Alessandro Pierobon
Post-producer: Simone Barbella
Junior producer: Francesca Pistorio
Post production: Iggy Post
Editor: Marco Bonini
Color: Orash Rahnema
Music: Lennert Busch
Date: March, 2017
Description:
"There is always time for a first time."
Description: This film is about encouraging the elderly to try something new for the first time and loving it!
Shares CCO, Ogilvy & Mather Italy, Giuseppe Mastromatteo, “…no sappy undertones or easy tears, which would have made our task easier. Instead, we raised the bar and created a video full of energy, positiveness and joy of living…”
The story debunks all preconceptions and stereotypes, as Pino Auber, a 79 year-old man appears atop a ten meter platform to dive into an Olympic size swimming pool while budding young divers train and watch on.