HomeEquity Bank explores the realities of retirement living in their campaign, 'Sore Back.' The spot centres on a domestic scene, contrasting casual conversation with the physical discomfort of an older protagonist to highlight the practical considerations of home finance.
The project leans into a clean, warm aesthetic, utilizing live-action technique to establish a relatable, grounded atmosphere. The production was spearheaded by Partners Film, with creative contributions from Zulu Alpha Kilo, alongside PR support from Provident and media strategy from Manning Gottlieb OMD.
