“IT’S IN THE CARE THAT BRINGS US CLOSER”
Our Christmas TV campaign is now on air, carrying the message “It’s in the care that brings us closer.” As with every year, this campaign falls under our communication umbrella “It Exists,” with this year’s message focusing on the care we share with those around us. Caring for the people next to us through small or unexpected acts of kindness, is a state of mind a way of life. A quiet force that, when we offer it, comes back to us in ways we don’t expect.
The core message of the campaign was built around the power of human connection. Care appears in the smallest, simplest moments: in a gesture, a smile, a melomakarono we share, in the thought of “making the person next to us feel a little better.” These acts may be small, but they are meaningful; they have the power to bridge distances and bring us closer together.
The Storyline
Our story follows a group of four elderly residents living in a care home. On New Year’s Eve, they decide to prepare a small yet meaningful surprise for the nurse who cares for them every day. They want to say “thank you” for her love, care, and constant presence throughout the year. With kindness and a childlike sense of mischief, they plan a sweet gesture, showing that even the simplest acts can brighten someone’s moment and bring people closer.
The Need for Care in Our Everyday Lives
In a time when everything feels more distant, faster, and lonelier, acts of kindness – no matter how small- carry real power. You don’t need a grand gesture to change someone’s day. Care doesn’t need to be impressive to be meaningful; it simply needs to be genuine.
Care creates a chain that travels from person to person, and in the end, when you give it… it comes back to you in a beautiful and unexpected way.
It is a reminder that care exists. In our actions, in our relationships, in our moments… in the present.
And above all, it exists in the human need to be close.
