Seattle-based DNA&STONE, an ICOM member agency, has won a prestigious National ADDY Award for its groundbreaking “AGING IS LIFE” campaign for Aegis Living. This bold, emotionally resonant work challenged cultural perceptions of aging—and brought home more than just accolades.
Created during a profoundly personal time for Chief Creative Officer Michael Boychuk, the campaign explored aging as a shared human experience rather than a feared inevitability. “As we developed the campaign, I was moving my father into assisted living. He passed shortly after the campaign launched,” Boychuk shared.
The campaign rejected tired clichés and sanitized portrayals of senior living. Instead, DNA&STONE leaned into what they call “radical empathy,” inviting audiences to reframe aging not as decline, but as a universal, ongoing part of life that begins at birth.
- Radical Empathy: Acknowledging aging as a lifelong process helped replace fear with respect and understanding.
- Cliché-Free Creativity: The team ditched the pickleball stereotypes, choosing instead to depict the real, raw emotions families face.
- Reframing Fear: Rather than avoid the realities of aging, the campaign embraced them—spotlighting joy, struggle, and growth alike.
The campaign went far beyond promoting a service, it sparked a meaningful cultural conversation about aging.
“This win showcases what happens when agencies truly understand their clients and communities,” said Emma Keenan, ICOM President & CEO. “DNA&STONE connected deeply with cultural truths, and that's exactly the approach that drives great work.”
This recognition underscores the creative firepower within the ICOM network and reinforces our commitment to driving member growth through meaningful, impactful work.
Let’s keep inspiring each other with radical empathy, and bold, honest storytelling.