The campaign aims to educate and protect senior citizens against the increasing financial cyber scams targeting them.

The marketing's main role is to banish the stigma attached to the category, and educate the audiences on the difference between old age homes and senior living.

The account was won after a multi-agency pitch.

By mid-2019, millennials and younger generations started to widely use it to dismiss or mock the Baby Boomer generation as narrow-minded and outdated.