Shoshke, We’re in Love

Motke’s website, from the Gertner Institute, has been serving as Israel’s leading internet destination for seniors since 2007. So much time has passed that we can say Motke itself is a senior citizen on the web. Now, the wonderful Motke team has decided to innovate and create a polished dating app for people aged 60+. It’s like Tinder, but for the older generation. Thus, the Shoshke app was born.

We had the privilege of creating the name and branding, and leading the brand strategy centered around reversing attitudes toward the older generation. Instead of sad looks and tones of loneliness and hardship, Shoshke uplifts the elderly. It celebrates the best age and the lively people who want to enjoy, have fun, and love.

This strategy is clearly expressed in the launch campaign we created for Shoshke, featuring a stunning photo by Ella Barak that captures a sensual kiss between a couple aged 60+, displayed on bus stop ads throughout the Dan region. The message is clear: the presence of older adults in public as loving, sensual, and desirable people. Breaking the classic dichotomy where young is good and sexy, and old is not.

We hope that this exceptional representation that Shoshke allows in the public space will soon no longer be so unusual, and seniors of all ages will be able to see positive reflections and echoes of themselves in the media as complete, happy, and loving people.

Concept: Etay Naor