AUCKLAND, Today: Public Trust is set to return to television screens for the first time in three years with an integrated marketing campaign from Special Group asking New Zealanders to think about the legacies they’re building.
Public Trust, New Zealand’s largest provider of wills and estate administration services, worked in collaboration with Special to develop a new brand platform that underpins the creative.
The platform, Live Your Legacy, encourages people to think about their legacy as they live life, rather than as something they leave behind.
The hero film was directed by Fraser Chatham from Fish & Clips and charts how knowledge and custom is passed down between three generations of family.
“The creative also runs across video-on-demand, OOH, social media, native and display.”
The campaign is designed to raise awareness of Public Trust (150 years in business) and position its services as compelling, relevant and accessible for all New Zealanders.
The creative is running across television, video-on-demand, OOH, social media, native and display; alongside digital assets driving customer to an online will function where they can begin writing their own legacy online.
Special Group managing partner Michael Redwoodsaid: “Public Trust is a New Zealand institution with a proud history and defining character.
“It’s been a pleasure working alongside such a talented team to deliver this campaign. We believe the platform will continue to serve Public Trust well as it turns the page, and builds its own legacy.”
CREDITS
Client: Public Trust
Agency: Special Group
Production Company: Fish & Clips
Director: Fraser Chatham
Audio: Franklin Rd
Media Agency: Zenith
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