Funeral planning is a category that rarely changes. Same tone. Same messaging. Same avoidance. While at UNION Creative, we worked with Mount Pleasant Group to challenge that, finding new ways into a conversation most people would rather avoid.
We were tasked with getting a younger audience to think about pre-planning something no one wants to think about. So instead of traditional funeral messaging, we created Quitbit, a fictional wearable device that claimed to predict how long you have left to live. The film was designed to feel real, pulling people in before revealing the bigger idea. Within a week, it racked up over 50,000 views, drove a 200% spike in site traffic, and hit a third of the year’s lead goal, earning recognition from ADWEEK and Fast Company. (2015)
CCO: Lance Martin ACD/Art Director: Glen D’Souza Copywriter: Sean Butler
Recognition
ADToMIC Awards - Silver x2 (2016)
From there, we shifted the conversation the following year. Instead of asking people to think about death, we gave them a reason to think about living. Built on the idea that the more you live, the more you leave to remember, Not-Yet.ca took a lighter, more human approach to the category.
An interactive quiz guided visitors through pre-planning, supported by ten animated films and a broader campaign spanning digital and print. The site was later recognized in the Communication Arts Interactive Annual. (2016)
CCO: Lance Martin. ACD/Art Director: Glen D’Souza ACD/Copywriter: Michael Takasaki
Recognition
Communication Arts - Inclusion (2017)