AFTER-LIFE TEA PARTY
Old Mutual Pitch
Client: Old Mutual
Job: Creative Business Pitch (Conceptual Idea)
Team: Myself, Kholofelo Mamabolo (Concept, Senior Copywriter), Katlego Moutlana (Strategist), Jacque Matthee (Executive Creative Director)
Role: Concept, Senior Digital Art Director, Designer
Job: Creative Business Pitch (Conceptual Idea)
Team: Myself, Kholofelo Mamabolo (Concept, Senior Copywriter), Katlego Moutlana (Strategist), Jacque Matthee (Executive Creative Director)
Role: Concept, Senior Digital Art Director, Designer
Story: Funerals are about celebration of life in the greatest way possible. Both for the person being celebrated and for the people left behind to focus on the good rather than the bad. But what would the person think of the funeral if they were to see it? Would they feel celebrated and properly reflected? And would the other people in the afterlife say good things?
Premise: We listen in on 4 ladies that are having tea in a beautiful garden setting. They are feverishly discussing, and commentating on what seems to be a big celebration that they are witness to.
The Campaign Song: The uplifting and celebratory tone of the song “Spirit in the sky” by Norman Greenbaum is a great song that can be linked to this campaign. Even more when it is made more South African and relevant using a choir and instrumentation. It’s use in the film and other collateral to follow will allow some own-ability of the sound.
Digital Film/Cinemagraphs, Statics & Interactive posts: The beautiful nature of this film gives it the ability to be placed on digital platforms in parts that drive to the full film on YouTube. As well as to create cinemagraphs (slightly moving stills) with quotes from the film. Stills from the film and images that are styled like the film will be used on digital platforms with a more hard-sell objective. As well as post that look like regular text but burst out into song due to being a video.
In-Branch Collateral: To help launch the campaign in-branch we will have a tea party decal looking down at customers in elevator that plays “Spirit in the sky” from the speakers as well as a tea party set-up in the consultation rooms.
Old Mutual Tea: As part of the funeral cover package, Old Mutual can offer a special blend branded tea that will be served at funerals. Keeping the brand top of mind in an important space.
Toolkit: Good toolkits give information, have a take-home of use that reminds customers of the brand and have a way to collect information from the customer, while being light enough to carry by the advisor.
Online Website: An easy to use how would you celebrate a life calculator that helps people plan their loved one’s funeral or pre-budget for one and see how much they would need and what they would like to have for their celebration.
