Capital Legacy ‘Final Say’
AWARDED
IDIDTHAT Craft Awards – September 2023 – View showcase
Kirk’s comment: ‘This is a well-told story with nuanced performances, subtlety and interesting characters. I really enjoyed watching the story unfold. I think Dean has shown insight in performance and incredible restraint. The soundtrack is interesting, three tracks in one film and they work. I think if it wasn’t as well executed it could easily have been something nobody would enjoy watching. So for that, he is my first choice.’ – IDIDTHAT Guest Judge: Kirk Gainsford, Chief Creative Officer, MullenLowe SA
AWARDED
One Show 2024 – View showcase
Loerie Awards October 2024
Silver | Film: Online Film – Above 30s
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.
CREDITS
Brand: Capital Legacy
Product: Wills and Estate Services
CMO or Marketing Director: Grant Fietze
Marketing Manager: George Hugo
Agency: (Not an IDIDTHAT Member)
Chief Creative Officer: Dean Oelschig
Executive Creative Director: Coenie Grebe
Creative Director: Joanne Clarke
Account Management: Asbo Ofori-Amanfo
Agency Art Director: Kelly Brazier
Agency Managing Director: Amber Mackeurtan
Agency Producer: Shanon Leicher
Art Director/Stylist: Gerhard van Zyl, Izolina de Vasconelos
Producer: Chanelle Critchfield, Peter Carr
Writer: Joanne Clarke, Mischa Lensink
Film Production Company: (Not an IDIDTHAT Member)
Film Director: Dean Blumberg
Cinematography: Kabeer Shaik
Post Production Facility: Tessa Ford Post
Editing Company: Tessa Ford Post
Editor: Tessa Ford
VFX Operator: Davrin Wong, Terry Simpson
Recording Studio: Sterling Sound
Sound Designer: Lorens Persson
Performance: Adrian Steed (main actor), GStop (Casting Directors): Gaelene Lithgow & Lisa van Olphen
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