What do you want to do when you grow up? It’s a classic question usually reserved for kids with their whole lives ahead of them. But why should any of us stop asking ourselves this question, especially as we head into retirement?

Contrary to the stereotypes of the ‘golden years’, retirement is the beginning of their second half. A second half that isn’t defined by what they did in their first half. CFS is redefining the “R” word and championing those who are seeking to enter this new phase of life on their own terms, injecting it with new purpose and a desire for ongoing fulfilment and meaning.

It was also a chance to inject some new energy into a category that often feels passive and cliché.

IDEA
Unleash your second half

Credits
Creatives: Ash Myburgh, Angus Loxton
Agency: It’s Friday
Production Company: Good Oil
Director: Curtis Hill