Smartphones are now in the hands of 91% of people over 65. But here’s the thing: many of them still feel overwhelmed by the very tech that’s supposed to make life easier. They struggle with the complexity of modern devices and end up relying on younger relatives for ongoing digital support. Doro set out to change that with the launch of their new Aurora smartphone, made specifically for seniors.
When a loved one needs a phone, we often pass down our old one. It feels generous. Practical. Helpful. But it’s not. Because handing down a device that’s too complex, cluttered, or confusing doesn’t make life easier. It just makes “smart” feel kind of… un-smart.
To launch Doro’s new Aurora series, designed specifically for seniors, we created a campaign built on a simple truth: smartphones aren’t always smart for everyone.
Through a series of absurd but familiar gifting scenarios, we showed just how un-smart it is to give tech that doesn’t suit the user. With a light-hearted tone and a dead-simple message, we reframed what “smart” should mean: tech that actually works for the person using it.