For decades, aging was seen as decline, the last box on every form.
But what if turning sixty wasn’t the end, but the beginning of more?
From that question, we created a concept built around a single word with two meanings in Spanish: poder. It means both power and to be able. From that duality came our message: Tener 60+ es poder.
The power of experience, resilience, and wisdom. And the ability to keep living, creating, and proving that nothing can stop you.
What started with Neutrogena and Lubriderm soon became a movement. Tylenol and Listerine joined in, and together we built a multibrand platform that transcended campaigns and became a cultural statement.
Because having 60+ is not the end of something, it’s the beginning of more.
More strength, more freedom, more possibilities.
HERO FILM
From the Last Box
to the Front Page
We took 60+ es poder beyond traditional media and brought it to where visibility matters most: the social platforms of each brand. Neutrogena, Lubriderm, Tylenol, and Listerine turned their feeds into a stage for a generation often overlooked online.
Through tailored content, authentic voices, and bold visuals, we made sure the 60+ audience wasn’t hidden in the last box, they were front and center, proving that power and possibility don’t fade with age.
Different Ages,
One Power
In the masters, 60+ became more than a number—it became a language. We played with different ages over sixty to make each piece feel personal and alive. Each execution turned a specific age into a bold statement of resilience and pride, reminding us that every year lived is another layer of power.
Neutrogena, Lubriderm, Tylenol, and Listerine carried this language into their platforms, proving that aging is not a single stage, but a spectrum of strength, possibility, and dignity.
Because no matter the age after sixty, every number is power.
In the year of the World Cup, we’re taking La Mejor Selección to the next level, bringing back one of the most iconic legends in Mexican football: Jorge Campos.
A symbol of color, courage, and creative freedom, Campos becomes the voice that inspires a new generation to believe, to stand out, and to choose boldly.
Because while the world chooses its champions, we remind everyone that La Mejor Selección la hacemos nosotros.
