Instead of framing ageing as a reason to withdraw, TENA flipped the script with TENAcity, a band of tenacious spirits aged 50 and above.
Our journey began with a nationwide quest for veteran musicians, bringing together a band of seniors who rocked stages across Malaysia with their fiery performances. From ideation to recruitment, social media communications to event execution, we handled it all!
The campaign generated buzz with a PR value of over RM1.3 million, 11 million views across YouTube and Facebook, 2,000 engagements, and a total reach of 18 million. TENAcity became more than just a band—it emerged as a powerful symbol of active ageing, demonstrating that the rhythm of life never truly stops.
