To coincide with the newly reopened Design Museum’s ‘New Old’ exhibition, Creative Review set London ad agencies a challenge to rebrand ageing as a positive thing.

They asked for a poster, we gave them a bookcase. A real bookcase full of books by the same (imaginary) author, with titles reflecting the wisdom acquired over a lifetime. Like ‘Dealing with Infidelity’, ‘Learning to Laugh at Myself’ and ‘Taking up Tennis at 40’.

Not only did it get selected for the exhibition, it even made it onto the cover of Creative Review. Result!

Currently still touring the world with the exhibition. Last we heard, it was in Taiwan!