MUSE Platinum

2023

Helen Mirren Says Her Age Has 'Always Been a Asset'

Entrant Company

AARP Studios

Category

Social Media - Entertainment

Client's Name

AARP

Country / Region

United States

After more than five decades in Hollywood, Oscar-winning actress Helen Mirren shared her secret to thriving at every age. She says the trick is just to be “at ease with the age that you are” and accept it. In this original social media video from Mirren’s on-camera AARP The Magazine interview, her answer is paired with stunning behind the scenes footage from her cover shoot in Butte, Montana, where she was filming the “Yellowstone” prequel, “1923.” The video was part of a multi-channel effort to amplify the cover story reporting, designed specifically to engage our audience on social media.
Our goal with this video was to create something to inspire AARP’s audience on Facebook with an age-positive message from Helen Mirren’s cover shoot. While we had created a longer video from Mirren’s interview for AARP’s digital channels, we felt that isolating this soundbite and incorporating some of her most dynamic b-roll shots would capture social media users in the first few seconds and compel them to react to, comment on or share the video. We also used a “sound-off strategy” by adding burned-in subtitles to the piece, so viewers could enjoy the video even without hearing it. AARP’s Facebook community regularly faces age discrimination and negative perceptions of aging from the world around them. Our reporting helps them to see themselves in an acclaimed celebrity as she reflects on embracing her age.

In terms of impact, this video surpassed our expectations and achieved extraordinary audience engagement. It has racked up more than 7.3 million views, earned nearly 294,000 reactions and driven 33,000 shares. Our audience connected with the message of viewing age as an asset, sharing their own reactions and experiences in more than 6,300 comments. Additionally, viewers engaged with each other in the comment threads, such as this post, which sparked 27 encouraging sub-comments: “How I wish Hollywood would learn from Helen Mirren. Part of her charm and beauty comes from her accepting the age she is… Good for her and she is a great role model - for Hollywood and all of us!”

More Platinum Winners
Event
2023
MUSE Advertising Awards - Soundstorm
MDLBEAST

Entrant Company

productionglue (A TAIT Company)

Category

Event - Music Event

Country / Region

United States

Integrated Marketing
2023
MUSE Advertising Awards - GM Paramount Integration Pitch

Entrant Company

Paramount Global

Category

Integrated Marketing - Integrated Marketing Materials

Country / Region

United States

Experiential & Immersive
2023
MUSE Advertising Awards - Archery with Panda

Entrant Company

Chengdu FLINT WALK Film & Television Technology Co., Ltd

Category

Experiential & Immersive - Interactive Outdoor Event

Country / Region

China

Video
2023
MUSE Advertising Awards - The Luxury Collection - Hotels That Define the Destination
The Luxury Collection - Marriott International

Entrant Company

MATTE Projects

Category

Video - Hotel / Lodging

Country / Region

United States

This site uses cookies to offer you a better browsing experience. Find out more on how we use cookies and how you can change your settings.
Cookie Policy