Capital Legacy ‘Final Say’

AWARDED
One Show 2024 – View showcase

ABOUT THE WORK
Capital Legacy ‘Final Say’ – Background: 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.
In our previous campaign, we spoke about death and the potential greed that surrounds it when you do die. This time round, we wanted to encourage people to get their wills in order by showing the potential greed that may occur even if you’re still around to see it. We wanted people to know that where there is a will, there’s a final say.

IDIDTHAT MEMBER CREDITS
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Sound Designer: Lorens Persson
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Recording Studio: Sterling Sound