Client: Anlene
Date: Apr 2017
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BBDO Malaysia and Anlene rolled out a campaign to launch the new Anlene Heart-Plus by turning the adage growing old together on its head and setting a standard for love and commitment among couples.

The "Grow Young Together" campaign seeks to ignite conversations around ageing, debunking the myth that it leads to restricted mobility and lifestyle choices, and is fronted by local jazz singer, Sheila Majid and her husband Acis as living embodiments of the Grow Young Together proposition. With the right nutrition, Anlene proposes people can live as young as they feel inside.

Based on the insight that women are usually pushing their partners to stay healthy, the campaign looks to middle-aged married women to look to Anlene Heart-Plus for both them and their partners, while inspiring them to engage in activities they can do together as they age.