Oura’s latest campaign is more than a flash mob

Ever been tempted to wind down the window and give someone the finger? Well, this week in New York, a group of people got paid to do just that. Hannah Jackson, creative director, Pangolin, delves deeper into Oura’s latest campaign.

As part of Oura’s brand campaign, “Give Us The Finger”, a row of senior citizens was seen hailing cabs with their index fingers raised, proudly showing off their smart rings. They then cruised through different neighbourhoods to cause more mischief.

At first glance, it might seem like just another stunt and dare I say it, maybe even a bit flash mobby. But after digging deeper, there’s much more to it.

The activation is part of a wider brand campaign, which includes taxi-top media and global OOH, along with a beautifully shot and carefully cast TV spot that reframes health as something human, celebrating people of all ages living fully and unapologetically.

In a world obsessed with ‘tweakments’ and filters, it’s refreshing to see a health tech brand flip the narrative on ageing. As Oura puts it: “Health isn’t just about adding more years to your life – it’s about adding more life to your years.” Officially making that my new mantra.

I love a simple, provocative campaign line.

Oura successfully took a well-known phrase and turned it into a bold statement. It’s playful yet charged with meaning, giving the finger to ageist norms, with the product quite literally at the heart of the idea.

Instead of leaning on clinical metrics or hard tech, the campaign is full of warmth, humour, and character, putting the older generation front and centre, with undeniable main character energy.

From an earned media point of view, it’s already picking up momentum in the marketing world. But with the right push, I could see it landing with wider audiences too, and the strategy has a lot more life in it yet. I’m looking forward to seeing where they point that finger next.

Images courtesy of Oura campaign.