The Life and Will category is saturated with soft stories of legacy, loved ones and fear. So how does a brand like Capital Legacy talk about their services and the education needed without stepping into territories too morbid or depressing? Idea: This brief had two jobs: 1) Encourage people to get their wills in order, and 2) Educate the audience on why it is necessary to do so. So like most great advertising campaigns, we found the truth in the product. Or more accurately, what happens when the product is missing.

This film was launched at the end of August 2023 to launch Will's Month (September) in South Africa.

Where there’s no will, there’s a family tearing themselves apart.

Greed is a horrid thing. It brings out the worst in us, makes us do and say things we never thought we could. When family heirlooms are on the line, it’s impossible to control.

The last thing anyone wants in the twilight of their life is their family members laying claim to their estate and belongings with a deceitful flurry of “Mine!”, “Dibs!” and “Hands Off!”.

Our latest TVCl dramatizes the greed surrounding an estate, but the reality is often much darker. Without a will, families fall apart, best friends become mortal enemies, and our loved ones’ final days are tainted by an easily avoidable situation.

Meet the Esterdown Clan. The late, legendary TV broadcaster Adrian Steed, in his first and only on-screen leading role, embodied the put-upon patriarch, William Esterdown, with exasperation, incredulity and naughty glint in his flinty

73% increase in policy sales vs 2022

26 447 wills drafted over campaign period

82% increase in brand search

300 000+ clicks across platforms

99% increase in page and profile reach across social media platforms

83 130 new unique website visits

112% web traffic increase vs 2022

3,7 million video views