Let’s face it—pensions don’t exactly set hearts racing, especially when you’re young and busy chasing life. Retirement? That’s for later. Much later. But what if a campaign could get people thinking about their future income without sounding like a lecture or a guilt trip?

That was the challenge DNB bank handed us: how do you start a meaningful conversation about pensions with a younger audience who’d rather not think about getting old? The answer wasn’t in stats or scare tactics. It was in humor—and a bit of self-awareness.

We teamed up with the beloved TV personalities from the show TE, known for exploring Latvia’s hidden gems. These four young talents already had the nation’s attention, and we gave them a new mission: confront their biggest fear—growing old.

The result? A series of four playful, sharply written videos where each of them tries to dodge "elderliness" in increasingly absurd ways. One pretends they’re not home. Another claims to be someone else. Weak phone signal? A perfect excuse. And in one case, even a child is sent to face the door instead.

But the message from DNB is clear: Don’t be afraid. Take action.

This campaign worked because it didn’t preach. It laughed. It nudged. It brought pensions into everyday conversation through content that felt natural inside a show people already loved. So natural, in fact, that DNB became one of TE’s main sponsors.

The campaign didn’t just resonate with audiences—it also caught the eye of the industry, landing a shortlist spot at Latvia’s Adwards.

In the end, it turns out that the best way to deal with the fear of getting old… is to laugh at it. And maybe start your pension plan while you’re at it.