Vodafone HR Project: Seniors for seniors


Problem: In Czech Republic pensioners feel useless and deserted. Technology deepens their disconnection. Young vendors use too much jargon and don’t any patience for elders. 

Solution: Technology can be better explained to seniors… by other seniors. We developed an HR experimental program to reconvert pensioners into Vodafone sales force. The recruitment was based only on 2 criteria: to be over 65 y.o. and know nothing about modern technologies. We redesigned our training program, using less memorization but learning by play. 

Results: Ageism became a public topic, next to feminism and racism. Czech Senators are supporting the initiative. Nationwide TV coverage.

Advertising Agency:McCann, Prague, Czech Republic
Chief Creative Officer:Razvan Capanescu
Group Creative Director:Filip Kukla
Art Directors:Filip Kosatka, Petra Bíró
Copywriters:Filip Kukla, Razvan Capanescu
Account Director:Lucie Srbkova
Account Manager:Petr Malina
Pr Officers:Peter Hermann, Alice Reindlová
Project Managers:Martina Hejdova, Jan Binar
Production Company:Stink Films
Director:Jakub Švejkar
DoP:Radim Střelka
Producer:Veronika Jelšíková, Michal Šroubek
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