Believe it or not: Old and outdated? Nah! 70 and just getting started

In a plot twist nobody saw coming, a group of 70+ seniors walked into Tosti Creative, Amsterdam and casually outperformed the entire room. No, this isn’t satire. When the agency put out a call for older candidates, hundreds applied. Twelve were picked—and instead of politely nodding in meetings, they got straight to work and basically said, “Move, we’ve got this.” Turns out, the most unexpected creative directors were probably having tea and just waiting to be asked.

‘I may be old, but I’m not stupid’

What started as a campaign to tackle loneliness quickly flipped into a full-blown creative takeover. As managing director Stefan Bothoff recalls, the seniors didn’t want sympathy—they wanted inclusion. No warm-ups, no ‘let’s ideate’—just straight-up ideas. By afternoon, they were pitching. And not the ‘aww, how sweet’ kind—the ‘why didn’t we think of this?’ kind. And, somewhere, a room full of 20-somethings quietly updated their resumes.

No buzzwords, no AI, just pure brains

The seniors brought clarity, lived experience and zero tolerance for nonsense and the internet lost it. “Brilliant! Why did it take so long?” wrote one user. Another added, “I bet they didn’t use AI.” Somewhere in the corner, an algorithm felt personally attacked. For illustrator Katinka Hofstede van Beek, the takeaway is simple: she may be seen as an “old lady”, but in her head, she’s still 25—just with better ideas and less patience. Proof that the next big idea might not come from the youngest person in the room—but from the one who’s seen the most rooms.
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