Confronting the topic of death and what will happen to those who lose a loved one is not something we like to address openly, and this certainly contributes to statistics from Kantar TNS showing that 55 percent of New Zealanders don’t even have basic preparation in place should the worst happen.
Now, a new campaign for Public Trust by Ogilvy & Mather hopes to lower that figure by prompting New Zealanders to have to have those tough conversations and ask the questions by delving into the lives of real couples.
Based on a series of videos, 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. 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.
Ogilvy senior creatives Julie Spedding and 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.
In order to further prompt New Zealanders to face the topic of death, 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 and partnerships Josh Byers says it’s had really moving feedback from its 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.”
Ogilvy & Mather
Executive Creative Director Regan Grafton
Creative Team – Senior Art Director Julie Spedding
Creative Team – Senior Copywriter Anne Boothroyd
Creative Team – 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 and Producer – Samantha Attenborough
Director of Photography – Andrew Stroud
Editor – Alex O’Shaughnessy
Colourist and Online – Ben Marshall
Sound mixing – Keegan Meiring
Music Composition and Sound mixing – Peter van der Fluit
Head of Marketing and Partnerships – Josh Byers
Marketing Consultant – Geena Kumar
Brand and Customer Experience Manager – Sue Cardwell
Project Manager – Jacqui Scott