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    Standard Life’s Second Lifers doing it their way

    Standard Life’s new brand campaign has stepped up a notch to show how retirement can mean many things when the right financial plans are made in time.

    ‘My Second Life, My Way’ is one of the biggest campaigns the life savings company has ever undertaken in the Irish market. The second phase of the campaign continues to champion the eclectic and empowering choices people are making in retirement. Using real stories from inspiring Irish retirees, like William, whose passion for his craft led him to his Second Life as head brewer for a thriving independent brewery; and Gráinne who rediscovered a talent for the performing arts through her newfound vocation as a tour guide in Glasnevin Cemetery.

    Stories like these highlight just how much retirement is changing. With the right financial plans in place, the choices people have are very open. Retirees can choose to live a Second Life doing what they love, whether it’s voluntary, discovering a new vocation or simply having the freedom to spend it with the people that matter the most.

    Created by Publicis Dublin for Standard life, the campaign will run online across Ireland’s main broadcast players. It will also have an extensive presence on out-of-home and radio.

    Sharon Smyth, Head of Brand & Engagement at Standard Life says, “Irish people are now enjoying longer healthier lives and to paraphrase Gráinne, a much empowered Second Lifer – they may be retired, but they’re not tired! We want to inspire people to take action and accountability. No matter who your pension is with, we’d encourage you to talk to a Financial Adviser about the Second Life you want to live.”


    Sharon Smyth, Head of Brand & Engagement
    Lisa Tobin, Brand & Engagement Specialist

    Executive Creative Director: Ronan Nulty
    Creative Director: Eddie Gardner
    Copywriter: Briain Wright
    Art Director: Cormac O’Connor
    Producer: Rachel Murray
    Business Director: Edel McCabe
    Account Manager: Cormac Dooley


    Along Came a Spider
    Director (William): Fergal Costello
    Director (Grainne): Karla Goodman
    Producer: Aoife Lucey


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