The brief:

Write a TV and radio ad that encourages people to confront death by writing their will.

The process:

I started by chatting to older friends and family who didn’t have a will. They all knew they should probably have one, but they said it didn’t really feel urgent or high-priority enough. They also thought making a will would be quite complicated and admin-heavy.

This meant the ad needed to do two things. First, it needed to make people look up and take notice. Then it needed to communicate just how easy it is to write a will with Farewill.

Working with Creative Director, Anna Charity, and Designer, Louis Buck, I wrote three different concepts and pitched them to the CEO. I then developed the chosen concept, wrote the TV and radio scripts and directed the voiceover recording session.

The results:

1. Hundreds of people visited farewill.com to write their will.

2. One customer said: “Saw the ad on TV and just did something I’ve been putting off and putting off! I know everything is very straightforward for me, but I wish doing the expenses at work was that simple. All sorted in 15 mins and picking a guardian for the dog was a nice touch.”