Second
Funerals
Co-op Funeralcare's problem is that they're seen as more corporate than local providers. The strategy then, was to humanise their funeral directors and demonstrate their empathy.
I hit on the insight that, during the pandemic, with limits on attendance, many people didn't get the funeral service they deserved. Only Co-op's funeral directors have the power to get all the details right and give people a Proper Send Off.
Agency: MullenLowe
CD: Loren & Bron
(Ironically, this campaign died for... certain reasons. Damn!)
PRINT: Processions with key details the Co-op put right
Co-op funeral directors find people to participate in the project through social media.
Ultimately producing a short documentary which shares the story of them getting all the little details right for the families involved.
The TV Ad is not an ad in the traditional sense, but a promo for the documentary.
Second Funeral
Script Summary
We mislead the audience to make them think we're seeing an empty funeral service from the 2020 era. However, suddenly the place starts filling up rapidly. Colour returns the screen. In a swell of emotion, we realise this is a much better situation. The Co-op's funeral director addresses the packed house to begin the start of this person's proper sendoff.
We help the funeral directors supply special keepsakes for families. Such as this TractUrn for the farmer who loved his tractor.
And partner with Spotify to create a memorialisation service (Surprisingly they don't offer this)
Finally the funeral directors produce behind- the-scenes footage of the whole journey, going into more detail on every thing they did to get every detail just right.