Ogilvy has created a new campaign for Public Trust aimed at increasing the knowledge citizens have of how to deal with the death of somebody close to them.
Based on a series of tvcs, the campaign called on 11 couples from all walks of life, who attended the shoot with no prior knowledge of who it was for. They were then separated and interviewed by director Paolo Rotondo from Flying Fish to find out how prepared they were and how well they knew their partner’s wishes.
Rotondo says it was both moving and fun to investigate real people’s lives.
“We really had to set the tone and operate like an intimate conversation between friends,” he said. “I certainly went home and discussed my family’s affairs and planning for the future.”
While the breadth and emotion within the couples’ stories were wide ranging, the common thread for most was that they knew they needed to be more prepared, but they simply hadn’t sat down and had the tough conversations.
“The common thread was that they knew they needed to be more prepared.”
Ogilvy senior creatives Julie Spedding & Anne Boothroyd say it was an eye-opener that so many people had thought about the topics but had not discussed them with those around them or formalised them in any way. That’s despite them being moved to tears at the prospect of leaving their loved ones unprepared.
Microsite, print, digital, social
The tvcs are supported by a microsite that challenges visitors to test how prepared they are for the future. The campaign will also be supported by print, editorial, digital and social content featuring the couple’s individual stories.
Public Trust head of marketing Josh Byers says they’ve had moving feedback from employees with quite a few shedding a tear. He says they love the campaign because it connects with them and brings to life the tough conversations they have with New Zealanders every day.
“Through these real stories, we have been able to show the importance of having the right things in place and how we can support Kiwis to prepare themselves and their families for the future.”
CREDITS
Agency: Ogilvy
ECD: Regan Grafton
Senior Art Director Julie Spedding
Senior Copywriter Anne Boothroyd
Senior Copywriter Glenn Wood
Executive Director: Wendy Schrijvers
Account Director: Jess Maccagno
Account Manager: Laurel Morrison
Designer: Danny Carlsen
Media Business Director: Denelle Joyce
Media Manager: Stephen May
Digital Media Manager: Nick Pickering
Design Producer: Dave Preece
TV Producer: Steen Bech
Digital Producer: Melanie Bell
Director: Paolo Rotondo
Executive Producer/Producer: Samantha Attenborough
DOP: Andrew Stroud
Editor: Alex O’Shaughnessy
Colourist & Online: Ben Marshall
Sound Mixing: Keegan Meiring
Music Composition/Sound Mixing: Peter van der Fluit
Client: Public Trust
Head of Marketing & Partnerships: Josh Byers
Marketing Consultant: Geena Kumar
Brand & Customer Experience Manager: Sue Cardwell
Project Manager: Jacqui Scott
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