Pitchblack, Oceania’s emotional new campaign

In its new partnership with advertising agency Pitchblack, aged care living organisation Oceania is telling the untold story of adult children and the difficult realisation that their parent is no longer able to live independently.

The new campaign, created by Pitchblack and sister company Jetblack, explores this highly emotional journey and how confronting it can be, both for the parent and their children.

The children have the new challenge of being responsible for a family member, who, for most of their lives, had been their rock.

Josh Moore, Principal Partner, Pitchblack says, “The adult child’s perspective whilst managing the parent’s move to aged care is a story that’s largely untold, and one that Oceania understands too well.

“With the help of Bill Withers’ “Lean on me” narrating this honest interpretation of the journey many of us face, we hope to relieve some of the guilt felt whilst navigating the best care decisions for loved ones. Care that only a professional can deliver.”

Emma Dalton, General Manager, Pitchblack Partners says, “We’re having children later, our parents are living longer and we’re working longer hours. This crunch means we’re often unable to accommodate parents in our own home when they need more support.

“We hope this story removes some of the taboo around asking for help and encourages more conversations around aged care so we can continue to focus on spending precious, quality time together.”

Says Sandra Daniel, GM Marketing and Communications Oceania, “We’ve never shied away from being authentic in our advertising and we know aging is hard for the whole family, but love makes it easier.

“Our personalised approach to care supports our wonderful residents and enables the family to focus on enjoying their precious time together”.

The campaign, the first from Oceania’s new Partnership with Pitchblack Partners and their sister production company Jetblack launched on the 12th of May across TV, VOD, Cinema, Radio and Digital.


GM Marketing and Communications, Oceania: Sandra Daniel

Senior Brand Marketing Manager, Oceania: Heike Middleton

Agency: Pitchblack Partners

Production Company: Jetblack Productions

Director: Ryan Heron

DOP: Chris Watkins

Art Department: Tom Holden

Producers: Sacha Moore & Pippa Keiller

Editor: Andy Deere

Online & VFX: Leon Senf

Grade: Marc McCarthy

Sound: Liquid Studios

Music Licensing: Music Mill

Media Agency: Hearts & Science

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