Many cultures around the world are obsessed with youthfulness — a fixation perpetuated by the media, advertising, fashion, or even in the workplace. Being — and staying — young is a goal that most people chase. Youth is associated with beauty, vitality, energy, and success, making it a standard of modern life. However, this portrayal of youth as something ideal makes aging seem like a chapter in our lives we fear experiencing.
In a context where there’s a general fear and reluctance when it comes to getting old, Finnish tech company ŌURA embarked on a bold journey to reimagine aging in a more positive light. Alongside creative agency nice&frank, the company known for its Oura Ring — which tracks sleep and physical activity — launched the “Give Us the Finger” initiative, in which aging is not something to be feared but rather something to aspire to.
The campaign cleverly reminds customers of the ring’s placement on the index finger and the role it plays in capturing and delivering accurate and consistent health data. Simultaneously, the initiative subtly points out the familiar moment of recognition shared between Oura members. “Give Us the Finger” is more than just a fun and provocative choice of words; it’s a statement of identity and an invitation to embrace every stage of life with energy, resilience, and vitality.
“As a culture, we’ve been conditioned to try and escape the reality of aging, drawn instead to the search for eternal youth. But the truth is, aging is inevitable, and getting older is a gift. When we’re fortunate enough to do it in good health, our later years can be some of the most meaningful. In 2025, we want to empower our members to meet their health journey with fierce optimism and a clear purpose: to live longer, healthier, and more vibrantly than ever before,” explained Doug Sweeny, Chief Marketing Officer at ŌURA.
The hero spot opens in a hotel lobby, where a man is playing the piano. The scene playfully transitions to a basketball court, then to a mountain top, to a chessboard, a restaurant, a museum, a hotel room, and a dancing floor. Each of these protagonists is proudly and confidently wearing their Oura ring on their index finger, inviting consumers to opt for a better lifestyle built on healthy habits. The campaign features models of living well, such as George Papoutsis, a streetball trick shot artist dominating courts in NYC, and Mónica Romero and Omar Ocampo, world-renowned Argentine tango dancers who met in Buenos Aires over four decades ago.
According to ŌURA, the campaign “isn’t a pitch for peak performance or the illusion of staying young forever.” Rather, it is a statement against perfectionism, a call to consumers to ditch the unrealistic standards and adopt healthy, sustainable habits. Because, in a world where youth is worshipped, Oura offers something more meaningful: “the joy of growing into yourself.” So, when the brand says “Give Us the Finger,” it invites consumers to wear the commitment to “living fully, intentionally, and supporting your health through every chapter.”
CREDITS
Brand: ŌURA
Agency: nice&frank
