SPP – Pensionspremiären: Turning Retirement into a Celebration

Retirement is rarely celebrated—often seen as the end, not a beginning. Together with SPP, we set out to challenge ageism and reframe retirement as a positive milestone.

We created Pensionspremiären, Sweden’s first public retirement celebration, launching a new annual tradition on the last Thursday in August. Over 400 new retirees took over Stureplan in Stockholm with DJs, confetti, smoke machines, and truck beds, transforming the square into a joyful, rebellious street party.

The impact was immediate:

• SPP turned its NPS from negative to positive

• Achieved record media coverage

• Went viral on social media

• Featured in school current events quizzes

The campaign won double gold at SPINN Awards 2025, a Gyllene Hjulet award, and a 100-wattaren nomination.

By celebrating retirement publicly, we sparked a national conversation—and gave SPP a bold new voice.