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Lumen: 50 is just the start

Client: Lumen
Date: Jun 2019
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Lumen is a new dating app exclusively for over-50s.

Lumen app has teamed up with a popular Atlanta dance crew, Silver Classix Crew, to create the first-ever ad to star over-50s who are young at heart, but are not usually represented as such in the media.

The international ad features the group lit up and dancing a choreographed routine.

“The campaign is really important because it shows what these women in their 50s and 60s are capable of, and also calls into question social preconceptions. Most people watching the video for the first time thought the dancers were young men, not older ladies. Social preconceptions of age are not talked about enough, and ageism is a form of discrimination that society needs to turn its attention to. 50 is a very different age now, compared to 20 years ago. And with all of Lumen's advertisements, we try to showcase a modern, realistic view of what it means to be over 50, rather than preconceived notions of retirement and 'old age'. The tagline of the campaign is '50 is just the start' and this video is just the start of Lumen's fight against ageism," said Charly Lester, co-founder and chief marketer of Lumen on why they chose this campaign.