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LDK Healthcare offers aged care communities that deliver a suite of technology and innovation, security and purpose built villages that center on the brands core values of delivering love, decency and kindness. Residents of LDK Healthcare are able to enjoy an inclusive community with a range of lifestyle amenities, classes, workshops, and in-home care providers along every stage of the resident’s aging journey.

LDK Healthcare engaged MSQUARE Productions to produce their ‘Resident Stories’ campaign, which included a series of four Commercials for national television and digital distribution, as well as a photography campaign for billboard, brochure and OOH release. It was important that the residents represented a range of customers, including: single independent women, a resident with their pet,  independent couples, and residents requiring extensive care.

The team at MSQUARE, led by director/writer Michael Cristian Greene, delivered an emotionally-driven campaign under Michael’s creative treatment (see Director’s Creative Vision below). The creative direction was drawn from Michael’s vision to align each ‘resident story’ with the personal anecdotes associated to the resident’s lives. Our team worked closely with the residents and LDK team to understand their personal history, interests, involvement in the community – shaping the narrative of each film to their personal stories. The resulting films received praised reviews and has gone on to become the brand’s most loved and shared campaign.