Your life deserves more than a shoebox: Memories launches with brand platform ‘Keep Living’ via The Monkeys, Melbourne
Imagine a world where you, your beliefs, your memories and your story can live on forever in a digital world. Enter Memories, a new product and digital platform designed to keep you connected with your loved ones, even after you’re gone. To launch the Memories.com.au ad-free private platform, and highlight how members can share their stories collaboratively with their inner circle, The Monkeys, part of Accenture Interactive, has created brand platform ‘Keep Living’.
As part of the platform, The Monkeys developed ‘Your Life Deserves More Than a Shoebox’, a launch campaign that highlights a simple human behaviour – that despite our technological advances, many people will store their most precious memories and keepsakes in an old shoebox, left to be forgotten.
Directed by Christopher Riggert at FINCH, the film demonstrates how Memories can help to keep a person’s life-story secure for future generations, providing them with governance over their own legacy.
Since launching in August 2020, Memories has already seen a 190 per cent increase in new membership registrations, a 30 per cent increase in unique users to the website and has gained members from 206 countries and territories from around the world.
Says Paul McMillan, CEO, The Monkeys Melbourne: “We’ve relished the opportunity to go on this journey with the Memories team, helping them to develop a long-term brand platform that embodies a core human desire – to be perpetually connected with those we love, even after we pass away.
“The people, the places and milestones that have shaped your life deserve more than a shoebox. Memories allows your friends, your children and their children to remember you and to celebrate your life.”
Says Tom Ainsworth, CEO, Memories Group: “We’re incredibly proud of the brand platform and creative work we have made with The Monkeys. We’ve already seen impressive results from the launch campaign and believe this is only the beginning.
“Our launch film demonstrates the purpose of Memories.com.au. It’s about putting you in control of your own legacy, tapping into the uniqueness, depth and authenticity of our lives. It is not about collecting likes and shares. Memories allows you to explore the more meaningful things that make us human: our stories, our true character and our closest friendships.”
The ‘Your Life Deserves More Than a Shoebox’ brand campaign runs on television, digital, social, online and in print.
Client: Memories Group
Chief Executive Officer: Tom Ainsworth
Chief Marketing Officer: Imogen Griffiths
Creative Agency: The Monkeys, part of Accenture Interactive
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Head of Planning: Michael Derepas
Creative: Connor Beaver
Creative: Scott Zuliani
Head of Production: Romanca Mundrea
Producer: Emma King
Group Content Director: Sophie Gosper
Content Executive: Ella Papilion
Lead Digital Producer: Tamara Wohl
Technical Director: Jonathon Casley
Designer: Chris Thompson
Production Company: FINCH
Director: Christopher Riggert
Managing Director: Corey Esse
Executive Producer: Loren Bradley
Producer: Claire Thompson
DOP: Jeremy Rouse
Offline: Stewart Reeves @ The Editors
Post Production: Drew Downes @ Atticus
Music Supervision: Karl Richter @ Level Two Music
Sound: Paul Le Couteur/Ceri Davis @ Squeak E. Clean Studios
20 Comments
Beautifully put together, so it seems churlish to nitpick.
I just find the solution/branding/call-to-action a bit weak.
Done a million times before and done better.
Not really buying Memories as a necessary product either.
“Churlish to nitpick”
Ahahahahah who writes this shit? What are you fucken Earnest Hemingway ya fucken piss head?
Can we have more Old CD Guy VS 420BlazeIt battles.
I love that you both do the same job and have zero in common.
Ding-ding
Simple truth. Nicely told story.
Yeah I’m heaps keen, i’ll flog the c@#$. He called me out to a Boxing Studio in melbourne once, but that’s proper rooted cos Melbourne is fucken kiff.
Come up the North Coast Old CD Guy, i’ll change ya spare for ya you piss ant.
Ooooh! I’m terrified.
I mean, I feel like Google has done this a lot already. But then again, what is basically a ‘store your pics here’ service doesn’t have a lot of differentiation to work with.
And the client quote made me laugh out loud. Calm down mate, you’re literally just a bunch of servers asking people to save their photos there rather than on Instagram.
which sounds kinda nice. Content without ads or algorithm-driven feeds and in chronological order, just like the good ol’ days.
This is very typical Monkeys work
$69 on 420blazeit. I hear she’s got a wicked left hook.
The client is deluded. Memories is a dead duck.
And using other people’s money, in the form of seed funding, for this wallpaper is a crime.
Memories will be but a memory by this time next year.
Like it. Nicely put together.
Seriously . Who would ever use this ?? Rich Australian older men being ripped off because they thing someone will write about them.
That’s very nice, quiet and sophisticated. Congrats Monkeys.
Nice human insight. Well put together. Don’t see how people don’t get this could resonate and be a useful service.
I have a shoebox full of old family photos that I cherish. There are my granddad’s blury black and white photos of Italy during WW2, my parents’ wedding photos, pictures of long-dead relatives that have taken on a weird silver shine in the black areas, a hundred or more square, round cornered Kodak 620 photos of my siblings and I growing up, grainy shots of old school friends and pets from all of our 110 cameras. That shoebox is something really special – an order of magnitude more special than the tens of thousands of digital photos that I’ve taken over the past decade. You’re right about everyone having that shoebox, but totally wrong about its value.
If someone came and picked up all my shoeboxes and albums full of old photos, polaroids and created an online version of it, I would pay a small fortune (and the monthly server fee in perpetuity)… but until then I’ll trust the good, honest folks at FacebookInstagramAlphabetGoogle to store my digital life.
Nice spot though Monkeys… and beautifully executed Finch folks.
And $100 on OldCDGuy… I’d always back an experienced, wily old sea dog over a snappy young stoner.
Okay… just going to call out the elephant in the room – https://www.kogan.com/au/buy/combo-scanner-5-1-B… $89 bucks + Google photos (free), keep ya musty old shoebox and your $6.99 monthly subscription (lol).
So are Memories claiming they’re going to be around as company for the next 50-100 years? Seems like a tall order – and if they’re not, then their whole proposition goes out the window. Like others have said, just chuck it on google drive or dropbox or some flash drives. Don’t think anyone is getting rid of the shoebox any time soon.