McCarthy & Stone

Transforming retirement

Business challenge

McCarthy & Stone is the leading retirement living builder and provider in the UK. Despite being a pioneer in the sector they had problems generating interest in their properties – spending large sums to aquire leads.


For many, life gets better and fuller over time, but society (and often advertising) conspires to convince us otherwise. The truth is that retirement allows most to spend more time doing the things they love, with the people they love.


McCarthy & Stone enables you to maximise the enjoyment of the next phase of life by taking away many of the drains of energy and time that prevent you from doing what you want to do. We reappropriated the ‘R-word’ and created a positive and provocative mantra to kickstart an empowering digital campaign: You never retire from doing the things you love.