Plan B™
The Agency Alternative
Hyatt Classic Residence
Retiring Myths www.hyattclassic.com The phrase ‘old folk’s home’ conjures clichéd visions of sedentary bluehairs in armchairs, whiling away the hours in front of an old console TV. The reality is that today’s assisted living facilities more resemble luxury resort hotels than any sort of ‘rest’ home. Still, misperceptions persist. So to enliven this campaign for Hyatt Classic Residence, we tackled myths about ‘retirement living’ using direct humor and knowing irony, positioning HCR as the place to be for those more interested in ‘living’ than ‘retirement.’