Vampire Count Gregor encourages Aussies to get a Will with Willed in new campaign via Hardhat


Willed, the simplest place to write your Will online, has launched its ‘Dead Easy’ campaign via independent agency Hardhat and independent vampire Gregor.


Recognising that writing a Will can feel daunting and dark, the ‘Dead Easy’ campaign leans into a lighter side of preparing for the inevitable. Fronting the campaign is Count Gregor, a vampire who’s seen many come and go in his 700 years, and understands the importance of writing a Will better than anyone.

The initiative is Willed’s largest to date, encompassing the brand’s first TVC as well as digital and social assets.

Says Ariella Birnbaum, marketing manager at Willed: “Writing a Will online is a relatively new offering in Australia, so we’re excited to introduce them to the market with Hardhat in a way that’s approachable and amusingly honest.”

Says Hayley Read, senior strategist at Hardhat: “As a new offering, we knew it was important to convey the functional benefits of doing your Will online including speed, ease and security. Alongside this, as a new brand, we needed to do it in a way that was likeable and distinctive.”

Count Gregor, Willed ambassador and vampire was quick to come on board: “When Hardhat came to me with their idea, I was like, finally. I mean, I have been telling people to get a Will for centuries. I said it to Ned Kelly, I said it to Prince. Now I say this to all Australians. Get a Will with Willed. It’s dead easy.”

The campaign went live over the weekend.

Willed is on a mission to provide guidance and care by making end-of-life planning simple, affordable and accessible for all Australians. The legally valid Wills can be completed online in minutes at a fraction of the cost of a traditional solicitor, because Willed understands that death is hard enough already.

Complete your Will online at

Client: Willed
Creative Agency: Hardhat
Production Co: Guilty
Director: Edwin McGill
Executive Producer: Jason Byrne
DOP: Adam Howden
Offline Editor: Billy Browne
Grade: Martin Greer
Online: Alex Evans
Sound: Justin Bodanac, Front of House