Time for a Grown-Up Phone?
How we challenged ageism in tech by celebrating experience over youth
The Challenge
Doro needed to launch their new smartphone targeted at people over 55. The challenge wasn't just introducing a new product - it was overcoming the tech industry's obsession with youth and the patronizing way most brands communicate with older consumers.
Existing "senior-friendly" technology marketing was often condescending, focusing on limitations rather than capabilities. We needed to create a campaign that respected our audience's intelligence and experience.
The Creative Solution
We developed "Time for a Grown-Up Phone?" - a campaign that positioned Doro's smartphone as the mature choice for people who value substance over flashy features.
The approach celebrated experience, wisdom, and the confidence that comes with knowing what you actually need from technology. We spoke to our audience as equals, not as people who needed special help.
The Strategic Insight
People over 55 aren't "seniors struggling with technology" - they're experienced adults who want sophisticated tools that work for their lives. They don't need to be talked down to; they need to be talked to as the accomplished, discerning consumers they are.
Our insight: instead of making them feel old, make them feel wise.
The Execution
Sophisticated campaign messaging that avoided patronizing language
Visual identity that felt premium and contemporary, not "senior-focused"
Multi-channel launch strategy across traditional and digital media
Focus on practical benefits delivered with respect and intelligence
Positioning that made choosing Doro feel smart, not settling
My Role
Creative Lead & Senior Art Director
Led strategic positioning that challenged industry stereotypes about older consumers
Developed campaign concept that celebrated experience over youth-obsession
Directed sophisticated visual approach that avoided typical "senior marketing" clichés
Managed creative execution across launch campaign materials
Oversaw messaging strategy that spoke to audience intelligence and experience