New Zealand’s largest provider of wills and estate administration services, Public Trust, is returning to TV screens for the first time in nearly three years with an integrated marketing campaign via Special Group.
Live Your Legacy encourages people to think about their legacy as they live life, rather than as something they leave behind.
The hero film was directed by Fraser Chatham from Fish & Clips and charts how knowledge and custom is passed down between three generations of family.
Head of Marketing at Public Trust, Olivia Baloghy, says: “A legacy is not just a house or a trust fund.
“You are actively building your legacy as you live life. It’s the time we spend with our children, the trips we go on, the chances we take and the people we meet.”
The campaign is designed to raise awareness of Public Trust and position its services as compelling, relevant and accessible for all Kiwis.
Public Trust itself is a legacy business – it is nearly 150 years old, and has committed itself to empowering all New Zealanders to protect and build their own legacies.
The creative is running across television, video-on-demand, OOH, social media, native and display, alongside digital assets driving customers to an online will function where they can begin to write their own legacy online.
Special Group Managing Partner Michael Redwood, says: “Public Trust is a New Zealand institution with a proud history and defining character. It’s been a pleasure working alongside such a talented team to deliver this campaign.
“We believe the platform will continue to serve Public Trust well as it turns the page, and builds its own legacy.”
Client: Public Trust
Agency: Special Group
Director: Fraser Chatham
Production Company: Fish & Clips
Audio: Franklin Rd
Media Agency: Zenith