Human Again by Annie Leibovitz
One of the big reasons we started our own ad agency, Grace Creative, was a deep desire to speak to women over 50 as complex humans and not aging consumers. Call it truth meets advertising.
Which is why we’re proud to present our new Human Again campaign photographed by the legendary Annie Leibovitz for the legendary Southern California luxury retreat, Golden Door.
Each ad in the campaign offers a portrait of personal transformation through the lens of Annie Leibovitz and in the words of a Golden Door guest - all formidable women in the vicinity of 50 and above.
For Chaz Ebert, President of the Ebert Company, (pictured above with her daughter and granddaughter) it was about connection to her family and the world in the years following the death of her husband, film critic Roger Ebert. "Living a purposeful life. Stepping into a more mindful environment where we can think about the kind of contributions we want to make to the world."
For Pavi Micheli Lawson, co-founder of Pavi Wines in Napa Valley, it was “learning how to care for myself, because I was taught to take care of everyone else. I’m Italian so I learned from the masters of making sure everybody else is well fed and well cared for."
And for Krissy Lefebvre, business manager and wife of celebrated Chef Ludo Lefebvre, it was about, "My whole life I was always worrying about somebody else. I never, ever felt that moment of “somebody is taking care of me. And everybody needs that moment of not having the burden of the world."
Granted, most of us can only dream of going to a place like Golden Door, but as this campaign reveals, it doesn’t matter how much you have or who you are, the greatest luxury is just to feel human again.
Read the full interviews and go behind the scenes of our Human Again campaign for Golden Door.
Let us know what you think.