We asked a hundred people aged 0 to 100 to join us for a new campaign by the health insurance company Zorg en Zekerheid. We interviewed them for an online documentary, which sparked the idea for the TV-ad. As it turned out, at the end of your life you’ll probably regret only one thing: Not having spent enough time with those around you. This story is told by the people aged 0 to 100 and has one important message: ‘It’s time for each other’. From this central idea a brand campaign, recruitment campaign and activations were developed.