All advertising from AMF Pension focuses on the idea that the future is bright and there are reasons to look forward to it. We want to make the question of a pension important for younger people by getting them to think about the future.

This campaign employed phone messaging and a web-based service where visitors could have their sent-in photos "aged" so that the sender looked 70 years old. The campaign included film spots (with Peter Siepen and Charlotte Perelli), outdoor boards, Internet banners and a web site.

During October 322,946 photos were submitted by visitors that wanted to see how they might look as 70-year-old retirees. The goal was 50,000 visitors