STATIONSHUISKAMER - OUWE TAART
Loneliness within elderly communities is a relatively invisible problem.
StationsHuiskamer is a retailer that is located within multiple train stations in the Netherlands. They are known as a cafe where you can grab a coffee, open your laptop and do some working or relaxing while waiting for your next train to arrive.
At Creature Amsterdam we we’re tasked to make an introduction campaign for one of their newest additions to the menu; The “Ouwe Taart“ (The Old Pie). The Ouwe Taart is a play on words that is both a slang term for elderly in the Netherlands, as well as meaning pie.
The “Ouwe Taart“ is a special kind of pie. Not only is it delicious, but when buying it a part of the proceeds go to a charitable organisation that contributes in decreasing loneliness under the elderly. In the Netherlands more than half of all elderly people experience some form of loneliness, a problem that originates in a domestic environment and therefore ties directly into the core values of the StationsHuiskamer.
To make sure that both the Ouwe Taart and elderly get noticed we decided to combine them and let the old pies speak directly towards the customer. Adressing a relatively heavy topic in a lighthearted way is a good way to make the issue more approachable. Not only do we highlight the problem itself, we show that you can make an impact on the lives of lonely elderly.
