Art Directors Club - Czech Republic

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Seniors for seniors Reconverting pensioners to sell technology to other elders

Přihlašovatel
McCANN-ERICKSON PRAGUE
Agentura
McCANN PRAGUE
Klient
Vodafone
Kategorie
Brand experience
Creative Director
Filip Kukla
Copywriter
Filip Kukla
Art Director
Filip Košatka, Petra Biró
Designer
Aramayis Tokhyan, Tomáš Matis
Director
Jakub Švejkar
Director of Photography
Radim Střelka
Production Company / Producer
Stink Films
Ostatní
Account Director: Lucie Srbková; Account Manager: Petr Malina; Managing Director: Jan Binar; PR Officer: Alice Reindlová; Film Producers: Veronika Jel
  • I02091

    Problem: In CZ pensioners feel useless and deserted. Technology deepens their disconnection. We developed an HR experimental program to reconvert pensioners into Vodafone sales force. The recruitment was based only on 2 criteria: to be over 65 y.o. and know nothing about modern technologies. We redesigned our training program, using less memorization but learning by play. Results: Ageism became 500a public topic, next to feminism and racism. Czech Parliament is supporting the initiative.