celebrate the retirement
Retirement is a milestone – an exciting transition into a new era of freedom, possibilities, and celebration. For SPP, we wanted to tell a story that highlights the positive side of retirement in a playful and unexpected way. A celebration as grand as graduation. The result is a film that captures the joy and relief of closing one chapter and stepping into the next.
When we received the brief from Miltton, we immediately saw an opportunity to create something unique. We wanted to take the familiar energy of a graduation parade and apply it to a new audience—retirees celebrating their first day of complete freedom. With humor and relatability, we show that retirement isn’t about slowing down, but about embracing new beginnings. A new time worth celebrating.
The film opens in a grey office corridor where younger colleagues observe a now well-established tradition. The doors swing open – and in rolls a decorated parade float, pulled by a dedicated coworker, filled with retirees celebrating wildly. Music, confetti, and whistles break the quiet office routine, amplifying the liberating feeling of stepping into a brand-new phase of life.The film is part of SPP’s broader campaign, airing on TV4, Viaplay, digital display ads, and radio. With a strong visual concept and a tone that is both warm and impactful, the film creates engagement and recognition.
Retirement has never looked more fun.
