Memories Launches With Brand Platform ‘Keep Living’ By The Monkeys

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.

The Monkeys Melbourne CEO Paul McMillan says: “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.”

Memories Group CEO Tom Ainsworth adds: “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.

Campaign Credits:

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

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