My input.
Creative Director.
Campaign Concept.
Designer, Scripting & Editor.
Campaign Art Direction.
Pre-post Direction.
Insight:
When death happens, we go through complex emotions and are confronted with an internal conflict.
Idea:
A 1Life Policy can change everything.
PART ONE
PART ONE
PART ONE
Part one of the campaign was based around building brand equity and consisted of TV, Social Media
(Facebook, Instagram and TikTok) Digital, Google Display
and P-Max banners.
The truth about Life Insurance is that the one who invests is never the one to experience the benefits. And those who do benefit, do so because of the loss of a loved one. People go through so much when losing a loved one – pain, anguish, confusion and even anger. And then there is a bittersweet acceptance upon the realisation that they are a beneficiary.
PART TWO. LIFE.
Part two of the campaign took form primarily as digimercials which allowed us to engage with our audience on a more human level - creating content rather than ads they see on TV. For this reason and because the individual products have their own challenges, the digimercials carried their own insights and execution but all still fell under the idea of ‘Life’s changes’.
Challenge:
Connect with South Africans on an emotional level
while communicating the benefits of Life Cover.
Insight:
A Life Policy is a selfless act - you’ll never benefit from it but your family will.
Idea:
1 Last Message.
Execution:
A long form digimercial featuring real people who have experienced loss and a Life policy payout and those who have yet to. Taking from the long film, we created shorter 15” product ads and profile ads still keeping the warm, human element.
PART TWO. FUNERAL.
Part two of the campaign took form primarily as digimercials which allowed us to engage with our audience on a more human level - creating content rather than ads they see on TV. For this reason and because the individual products have their own challenges, the digimercials carried their own insights and execution but all still fell under the idea of ‘change’.
Challenge:
Connect with South Africans on an emotional level
while communicating the benefits of Funeral Cover.
Insight:
South Africans understand the importance of Funeral Cover but they often avoid talking about what it means. When it comes to death, most go quiet. It’s emotional, uncomfortable and often avoided, even by an industry built around it.
Idea:
Turn the taboo topic into warm, relatable conversations, showing that funeral planning doesn’t have to be morbid or uncomfortable.
We produced a digimercial - a long-form digital video that blends storytelling with product education. Using real South African families, we opened up the often-taboo conversation around funerals in a safe, relatable and light-hearted way. The aim was to challenge the heavy, sombre tone typically associated with funeral discussions, replacing it with warmth, honesty and authenticity.
From this main piece, we created a suite of shorter, 15-second hard-sell product
and profile ads to drive conversions across digital platforms.
These films ran across various channels inlcuding TikTok, Facebook, Instagram and YouTube.
