The Brief
Macmillan's legacy team tasked us with creating a direct response TV advert to encourage viewers to use their free will service and leave a gift in their will to support Macmillan's ongoing work. The ad needed to resonate with a wide demographic, as it would be aired nationwide.

​

The Treatment
To make the ad relatable, we focused on everyday encounters, capturing moments that mirror the concept of "making your mark." Through these personal, relatable scenes, we aimed to highlight the impact a gift in one's will can have, encouraging viewers to act. The film’s tone was warm and inclusive, designed to evoke a sense of connection and responsibility, prompting viewers to consider their legacy.

​

The Results
The campaign successfully reached a broad audience and significantly raised awareness of Macmillan’s free will service, driving engagement and encouraging more people to leave a gift in their will to support the charity's vital work.