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My Second Life, My Way

Standard Life, in partnership with Publicis Dublin has launched phase one of their first new Irish campaign for over 8 years.

With people now living longer more active lives, “My Second Life. My Way” celebrates a new style of retirement. Retirees now see this time as a way to rediscover lifelong ambitions or new opportunities to work in their communities. Many of today’s retirees are contributing their talent and experience and see their pension as a great enabler to do so.

The “My Second Life, My Way” campaign celebrates the choices people are making to live a Second Life on their terms. We’ve met some really inspiring people through the campaign from a retiree following his passion for history by becoming a tour guide, to a couple fixing up a coffee van and attending festivals and film shoots across Europe as vendors.

This campaign aims to tell some very exciting stories about how retirees are living their second lives, their way.”


Agency: Publicis Dublin
Creative Director: Ronan Nulty
Copywriter: Briain Wright
Art Director: Jonathan Ryan
Business Director: Edel McCabe
Account Manager: Cormac Dooley
Strategist: Michael Rekab

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