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

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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 https://www.willed.com.au/

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