Trust & Will

Trust & Will needed to generate more awareness about wills. Research showed that people did all kinds of informal things to “ensure” beloved things went to the right people they they died. The truth is, nothing is official without an official, signed will. We responded with a campaign that took this issue head on, and created a character whose job was to inform those in the midst of “when i die” agreements…that it “didn’t count.” The result: a 30% increase in response, and significant brand awareness growth in 6 months.