Embrace Living Life to the Fullest in Golden Leaves’ Joyful Spot

Golden Leaves Funeral Plans is an FCA authorised and regulated pre-paid funeral plan brand who offers a range of regulated funeral plan products both here and abroad. They are a trusted brand who have been operating for almost forty years, delivering reassuringly quality products, yet not enough of the general public are aware of them. 

Golden Leaves challenged 2050 LONDON and Treacle 7 Ltd. to develop a TVC that could break them into their category at the busiest time of year.

Most competitor advertising takes a generic day-time television direct response format with low production values offering very little brand differentiation. With main messages focusing on what happens when you die! It was all fairly depressing and uninspiring communications unlikely to build the brand and capture people’s hearts.

To drive brand response the approach was to flip the category on its head by celebrating the empowering feeling Golden Leaves customers get when they know their families are covered by a quality pre-paid funeral plan. Instead of stressing about death, the campaign encourages people to get on with living life to the fullest with one’s family during these golden years.

The positively bonkers execution brought this to life with a go-karting nan riding at speed through Golden Leaved woods screaming to rock guitars. Unafraid of death and confidently living life to the full.

2050 LONDON and Treacle 7 worked in collaboration with Affixxius Films to make the film at a rip-roaring pace going from idea to delivery in 20 days.