AARP Rapping Glammas
- Video production
- Social media
AAPI grandmas + rapping = viral gold. AARP wanted to showcase AAPI seniors committed to staying young at heart. The brand collaborated with the Asian American senior performance troupe, The Grant Avenue Follies, and rapper, Jason Chu, to create a hip hop music video celebrating Lunar New Year. The video wove in elements related to the holiday, while emphasizing messaging around wellness, prosperity, and abundance. We also made sure to capture The Follies’ youthful wit, edge, glamor, and light.
The campaign's results exceeded expectations, securing over 225,000,000 earned media impressions and 2.7 million paid impressions.