Cartel Agency has developed a new campaign for Goed, CM’s “care” store, that deliberately takes a different approach to communication about care: it doesn’t focus on what’s becoming more difficult, but on what people want to keep doing.
With the promise “Goed doet goed,” the brand claims a place that goes beyond functional care. It’s an invitation to keep living life on your own terms, in your own way.
That’s why, instead of heavy imagery centered on assistive devices and aging, the campaign relies on relatable, sometimes slightly playful moments—such as a pillow fight or a flirtation on the beach—situations that show that desire and pleasure don’t fade with age…
For the visual execution, the agency enlisted photographer Jef Boes. His style lends the campaign a raw touch, without resorting to caricature or cliché.
The campaign will be rolled out widely through print media, outdoor advertising, radio, and digital channels.
