Better with Age
Wild Secrets, The Royals
Wild Secrets wanted to grow its audience, so we identified an overlooked opportunity: older Australians. The Better With Age platform reintroduced the category through familiar formats, making conversations around pleasure feel accessible, respectful and relevant.
Winner - MADC Awards 2023 | Finalist - Spikes Asia, AWARD, Caples and B&T Awards
Older Australians are often excluded from conversations around sexual health and pleasure. Cultural shame, generational belief and media framing treat the topic as taboo, vulgar or the punchline. As a result, intimacy in later life is underrepresented and misunderstood, despite evidence that desire continues with age and plays a real role in connection, health and wellbeing.
For Wild Secrets, this posed a challenge: how do you speak to a historically overlooked audience without being inappropriate or falling into tone-deaf humour?
The Problem
The Idea
Sexual expression in later life had become culturally silenced. We needed to reintroduce the conversation in a way that felt safe, familiar and non-judgemental. So we spoke in formats the audience were already tuned into— the mail-order catalogue, local press and mobile billboards in their communities. We then built trust through a first-of-its-kind Seniors Card discount, grounding participation in a familiar government system.
Desire never retires. It gets Better With Age.
The Work
I co-developed the platform from concept through production, shaping how the idea translated across print, OOH and digital. I led the creative development of the hero mail-order catalogue, adapting the existing brand into a nostalgic campaign world designed specifically for an older audience.
Working closely with designers and production partners, I directed the catalogue’s visual language, editorial hierarchy and retail experience while navigating the constraints of a heavily regulated category and modest production budget.
Case Study Video
Desire Never Retires
Mobile DOOH
Catalogue, Cover
Print, Direct Mail
Catalogue, Editorial
Print, Direct Mail
Catalogue, Products
Print, Direct Mail
Catalogue, Mail Order
Print, Direct Mail
Catalogue, Editorial
Print, Direct Mail
Better With Age lived in the places its audience already trusted. The campaign centred on a 70s-inspired mail-order catalogue, supported by local press, roadside billboards and a first-of-its-kind Victorian Seniors Card partnership, helping to legitimise the conversation while driving growth among customers aged 65+.
The Results
Business Impact
32% lift in revenue from customers aged 65+
19% lift in transactions from customers aged 65+
10% lift in new website visits from customers aged 65+
Officially recognised as a partner of Victorian Seniors Card
Industry Recognition
Winner — MADC Awards 2023
Finalist — Spikes Asia (Direct)
Finalist — AWARD Awards (Health & Wellness; Purpose: Creativity for Good)
Finalist — Caples Awards (Healthcare)
Finalist — B&T Awards (Direct Response; Diversity – The Work; Award for Bravery)