↘ AMP — GOLDEN DATES

Portugal, the fastest-aging country in Europe, where 70% of the elderly experience isolation, became the focus of change at the Golden Globes.

Two nominees chose to bring long-forgotten yet deeply valued guests, sparking a conversation that traveled from the red carpet all the way to the Ministry of Health and Social Security.

↘ BRUNO'S ROLE

Creative Concept

↘ CREDITS

agency_ publicis / ecd_ steve colmar / cd_ guilherme nunes, lucas yu / ad_ kissyla clarkson / cw_ freddie brando, hernani correia / production company_ blanche filmes 

Mr. LUIZ GONÇALVES

To represent the male beneficiaries of AMP, we chose Mr. Luiz.
Aided by AMP since 2017, he is one of the association's most charismatic elders, with a natural talent for catching people's attention - and win their hearts - with his tenderness and life stories. Memories that he started collecting from a very early age when he discovered his passion to gather people around the table and became a chef. Now retired and living alone for over 20 years, he still finds the same excitement to live with the aid of AMP.

80

YEARS OLD

20

YEARS LIVING ALONE

Mrs. ROSA ALMEIDA

To represent the male beneficiaries of AMP, we chose Mr. Luiz.
Aided by AMP since 2017, he is one of the association's most charismatic elders, with a natural talent for catching people's attention - and win their hearts - with his tenderness and life stories. Memories that he started collecting from a very early age when he discovered his passion to gather people around the table and became a chef. Now retired and living alone for over 20 years, he still finds the same excitement to live with the aid of AMP.

83

YEARS OLD

38

YEARS LIVING ALONE

DIANA
CHAVES

Diana started as model and actress at an early age and crafted her way into being one of Portugal's most respected TV presenter, interviewer, and public persona. From starring on soap operas to TV shows, she is one of the most recognizable faces in the country. Currently the daily face of the most watched Morning Show on air, Diana is Portugal's sweetheart, both on TV and social media.

1,4

MILLION FOLLOWERS

JESSICA
ATHAYDE

One of Portugal's biggest stars since her teens Jessica quickly became a true movie star.Now, at 37, she has asserted herself as one of the most respected and heard voices in the public space. Her social media persona is highly regarded both on the artistic landscaoe and on social issues. She has one of the largest and most loyal followings in the country.

1,3

MILLION FOLLOWERS

+53,9%

IN ACTIVITIES WITH COMPANY

+17,4%

IN HOME VISITATION

+74,5%

IN NEW PARTNERSHIPS

+30%

IN HEALTHCARE ACTIVITIES

+28,5%

IN MEDICAL SUPPLIES

+2X

MEDICAL SUPPORT