We100: First Time, Anytime

We100 team with Ogilvy & Mather Italy for a social experiment video starring a septuagenarian taking a high dive.

We100, a project launched by pharmaceutical company Merck Consumer Health to encourage healthier ageing, launches with First Time, Anytime, a video directed by Amanda Blue of The Family. In the video, the parents of a children's diving club look on as 79-year old Pino Auber takes a dive off the 10 meter platform.

The diver, who took up the sport aged 57, represents the aims of We100, with the closing message 'today we’re living longer. There’s always time for a first time' making this link explicit.

“Our goal was to help the spectators see things in a new light: life no longer seen as a mere process of getting older, but as a constant growth and opportunity to always start new lives and take on new challenges,” said Giuseppe Mastromatteo, chief creative officer of Ogilvy Italy.