We found the truth in Wills & Estates. Or more accurately, what happens when the product is missing. And what happens is drama. We simply added drama to the drama. Because where there's no will, there's drama. By using "House of the Rising Sun", a traditional folk song (made famous by Bob Dylan and The Animals in 1960s) proved to be the perfect soundtrack to one family's suffering. Licenced and re-recorded to perfectly synch up with the edit, this particular needle drop amplified the tension that spilled from the screen and perfectly encapsulates a life gone to ruin.

70% of working South Africans die without a completed, updated or signed will. It's a serious problem that leaves loved ones behind with no plan and unnecessary drama. Capital Legacy is South Africa's leading Wills and Estates Specialist. Along with their new brand identity, Capital Legacy needed an above-the-line campaign to boost brand recognition to become “everyone’s first choice” when it comes to getting a will. Challenge: Death is and has always been a difficult topic to talk about. 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. And what happens is drama. We simply added drama to the drama. Because where there's no will, there's drama. "House of the Rising Sun", a traditional folk song (made famous by Bob Dylan and The Animals in 1960s) proved to be the perfect soundtrack to one family's suffering. Licenced and re-recorded to perfectly synch up with the edit, this particular needle drop amplified the tension that spilled from the screen and and perfectly encapsulates a life gone to ruin.

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.

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