Public Trust asks Kiwi couples the tough questions in new campaign via Ogilvy, NZ

Public Trust, New Zealand’s largest and most experienced team of Trust, Estate and Will specialists, are dedicated to getting more Kiwis prepared for the future with its new campaign via Ogilvy NZ.

The challenge for the Ogilvy team was to find a way to engage New Zealanders in a conversation that most of us actively avoid. No one wants to confront death, especially when they are busy living life, but by not planning, we can unintentionally leave a mess for our grieving families to deal with.

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The Tough Questions campaign is designed to shake us out of our bubbles and through the stories of real New Zealand couples, prompt us to ask the Tough Questions of ourselves, our partners and our families.

The campaign sets out to discover just how prepared Kiwi couples are for the future. Eleven couples from all walks of life attended the shoot, without having prior knowledge of who it was for. The couples were separated and interviewed by director, Paolo Rotondo from Flying Fish, to find out how prepared they were, and how well they knew their partner’s wishes.

Says Rotondo: “It was both moving and fun at the same time to investigate real people’s lives. We really had to set the tone and operate like an intimate conversation between friends. I certainly went home and discussed my family’s affairs and planning for the future.”

The breadth and emotion within the couple’s stories was wide ranging, but the common thread for most was that they knew they needed to be more prepared, but they simply hadn’t sat down and had these tough conversations.

Says Julie Spedding and Anne Boothroyd, senior creatives, Ogilvy: “It was such an eye opener that so many of us had thought about these topics, but not discussed them with those around us, or formalised them in any way. The couples were moved to tears at the prospect of leaving their loved ones unprepared.”

The campaign, which has launched on TV, also features a micro-site which challenges people to test how prepared they are for the future. Moving forward the campaign will be supported by print, editorial, digital and social content featuring the couple’s individual stories, all designed to get more Kiwis asking the tough questions of themselves.

Says Josh Byers, head of marketing and partnerships, Public Trust: “We’ve had really moving feedback from our employees with quite a few shedding a tear. They love this campaign because it connects with them and brings to life the tough conversations they have with Kiwis every day. Through these real stories, we have been able to show the importance of having the right things in place and how we can support Kiwis to prepare themselves and their families for the future.”

Creative Agency: Ogilvy & Mather, New Zealand

Liquid Studios: Music Composition & Sound mixing – Peter van der Fluit