They Are our Guiding Lights, Le Groupe Maurice’s newest campaign
In a world of constant change and upheaval, our need for grounding has never been greater. Thus our brand new advertising campaign, “They Are Our Guiding Lights,” focuses on those who, through their path and values, reveal themselves as true guides within their community. Let us celebrate these key figures who help us journey smoothly and remind us that aging means to never stop inspiring, radiating… and living life to the fullest!
Four incredible people. Four inspiring stories.
Aging is not only about being a guardian of the past, but also and above all, a warden of the future. To be able to play the role of a mentor, to be a support on which our loved ones can rely when everything seems uncertain, is a privilege reserved only for those who have lived and learned from life.
This is what we wanted to highlight this year through our new campaign, which aims to be heartfelt, human and hopeful.
To do this, we had the chance to meet four exceptional people, true pillars of their communities and living examples of what it means to age with kindness and commitment:
- Paul Awasthi, 81, who uses yoga to guide others toward well-being, inner balance and self-discovery;
- Olivette Veilleux, 90, who brings people together through groundbreaking ideas, by simply following her heart;
- Pierre Faucher, 78, a dedicated keeper of Quebec’s heritage, preserving its stories and spirit within his family’s enterprise;
- Bernadette Kamwanya, 75, who inspires coming generations with her heartfelt belief in kindness, inclusion and true humanity.
A return to what truly matters
Through the “They Are Our Guiding Lights” campaign, we sought to bring out the importance of these rooted individuals, who offer such invaluable support and comfort to all. Because by connecting with them, we are able to reconnect with a vital part of who we are.
“Never before have we felt such a strong need to connect with steadfast individuals who express and personify the core of our identity – which we can sometimes lose sight of. With their actions, their words and the impact they have on their communities, Olivette, Paul, Bernadette and Pierre embody what it means to be guiding lights, and also reflect the signature of Le Groupe Maurice: ‘To age, is to live’,” says Véronique Proulx, Senior Marketing Director at Le Groupe Maurice.
“They Are Our Guiding Lights”: a far-reaching campaign
Our campaign will come to life over a six-week rollout beginning this fall across multiple platforms: on TV, the web, social media, outdoor advertising and even in movie theaters. It all begins on September 8th!
Additionally, four personal two-minute videos along with a 30-second television commercial, will offer a closer look into the lives and stories of Paul, Olivette, Pierre and Bernadette.
Through this initiative, we reaffirm our deep commitment to fighting ageism and remind everyone how much older people deserve to be seen, heard and valued for who they are: the foundations of our future.
We encourage you to explore our campaign page, where you can delve into the lives of these extraordinary people, absorb their insights and walk alongside their teachings. Allow their wisdom to illuminate your perspective. They are our inspiration!
Happy viewing!