Time To Fill? Then It’s Time To Will With State Trustees Via Hardhat

Time To Fill? Then It’s Time To Will With State Trustees Via Hardhat
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



The new Online Will from State Trustees has launched with an unexpected campaign via newly appointed creative agency Hardhat, one that aims to turn in between moments into opportunities for action.

Having a baby, moving house or exploring some thrilling new hobbies – this colourful, tongue-in-cheek campaign leverages the types of life stages that trigger many Australians to get their affairs in order.

All in a bid to nudge the audience in the direction of this far more approachable platform.

No more excuses, with an Online Will that could take just 30 minutes on tablet or desktop, it’s time to think differently about this much maligned and often ignored piece of life admin.

Inspired by decades of experience of estate law, the step-by-step online experience is designed to give you exactly what you need – without any of the fluff. The campaign seeks to combat the inertia surrounding estate planning and lets Aussies know – if you’ve got time to fill, you’ve got time to Will.

Says Glenn Dalton, Executive Creative Director at Hardhat: “When you think about it, a will is the literal embodiment of ‘life admin’ – something that’s an effort to think about and easy to put off. With such a simple online product from a trusted organisation, we leveraged the Behavioural Science heuristic of ‘Zero Risk Bias’, removed known barriers, then completely reframed the time and effort needed to complete a will. Now anytime is a time to will.”

Commencing roll out from October 26th, the campaign consists of a series of above the line and through the line projects including radio, and a suite of digital assets.

State Trustees General Manager of Trustee Services, Michael Spiegel, said: “State Trustees is on a mission to ensure every Australian has a valid will, so we’re really excited to launch this platform and supporting campaign. Our research confirms what a lot of us already know, people without a will have strong intention to get one but see it as too complex or time consuming, so we’ve delivered a convenient digital solution that’s secure, easy and affordable. We’ve used our deep knowledge in estate planning to design a user-friendly Online Will platform so it may just be the nudge Australians need to get an important part of life admin done”.

Credits

Glenn Dalton -Executive Creative DirectorReece Ryan – Creative Director

Marnie Cartwright – Account Director

Jonathan Heath  – Senior Creative

Luke Danzig – Art Director

Char Wren – Producer

Marie Fiorucci – Designer

Zane Flynn – Designer

Sophia Duhrin – Designer

Tashwita Rahalkar – Head of Brand and CX

Alexandra Cicerale – Marketing Manager

Gavin Cronje – Digital Innovation Lead

Illustrations – Richard Walker, Walker Design Co

Soundtrack Production – Rumble Studios

Animation – Stafford Wilson, Kitset

Please login with linkedin to comment

hardhat online will

Latest News

Wild Turkey And Matthew McConaughey Recognise Aussie Local Legends
  • Media

Wild Turkey And Matthew McConaughey Recognise Aussie Local Legends

Wild Turkey and Creative Director Matthew McConaughey, in partnership with Eleven, unveil a new Wild Turkey With Thanks initiative. The integrated campaign is shining a light on Australian Local Legends who have stood with conviction supporting their environment and communities throughout the crises of 2020. Wild Turkey’s With Thanks is a global, annual platform, wherein […]

Australian Rules football on grass
  • Uncategorised

AIA Australia Partners With Yet Another AFL Team

AIA Australia has announced that it is now the official life, health and wellbeing partner to the AFL’s St Kilda Football Club. According to the company, the new partnership will provide club members with learnings, tools, and strategies that they can use to lead healthier lifestyles. Members will at the same time receive access to […]

Apple Ads Spark $16M Lawsuit
  • Technology

Apple Ads Spark $16M Lawsuit

Apple has been fined $16 million for misleading ads. Tim Cook pays it with loose change from behind the couch.

by B&T Magazine

B&T Magazine
AppsVillage Partners With TikTok To Allow SMBs To Advertise To TikTok’s Aussie Users
  • Technology

AppsVillage Partners With TikTok To Allow SMBs To Advertise To TikTok’s Aussie Users

Small to medium sized businesses will now be able to advertise on TikTok through SaaS solutions provider AppsVillage (ASX:APV). APV will allow SMBs to create and manage campaigns on TikTok in under three minutes using its AI software and advertising management platform JARVIS. The partnership makes the most of TikTok’s self-service advertising offering which launched […]

DOUBLESTAR CO Turns Technology Stunning With New Brand Livery For Australia’s Own Advanced Navigation
  • Advertising

DOUBLESTAR CO Turns Technology Stunning With New Brand Livery For Australia’s Own Advanced Navigation

To keep pace with their transformative technology, Advanced Navigation turned to DOUBLESTAR CO for art direction, 3D modelling and design help that would capture the value proposition and offering of Advanced Navigation: AIR, LAND, SEA & SUB-SEA for their upcoming campaign “Accurate positioning in the most demanding conditions”. Advanced Navigation’s Head of Marketing Romain Pare […]

Tom Pitney Promoted To Strategy Director At Junkee Studio
  • Media

Tom Pitney Promoted To Strategy Director At Junkee Studio

Junkee Studio, oOh!media’s creative and social agency division, is capitalising on another successful year by announcing the promotion of Tom Pitney to Strategy Director. Pitney will now drive the direction of Junkee’s in-house creative and strategy team, which produces bespoke content solutions for brands to help them tell and share their stories across their owned […]

Cricket Australia Boss Slams Seven For Talking “Our Wonderful Game Down”
  • Media

Cricket Australia Boss Slams Seven For Talking “Our Wonderful Game Down”

Cricket Australia’s (CA) interim CEO Nick Hockley (main photo) has slammed broadcaster Seven for talking “our wonderful game down”. In a blistering attack on its broadcast partner, Cricket Australia lashed Seven for its ongoing legal stoush as it attempted to exit its four-year deal with the sport. As reported on B&T today, Seven West Media […]

by B&T Magazine

B&T Magazine
TAC’s Christmas Campaign Via TABOO Urges Victorians To ‘Spend It Wisely’
  • Campaigns

TAC’s Christmas Campaign Via TABOO Urges Victorians To ‘Spend It Wisely’

Road safety meets a time-honoured Christmas tradition with the launch today of the Transport Accident Commission’s ‘Spend it Wisely’ advent calendar initiative, developed in close partnership with Melbourne-based creative agency TABOO. The digital advent calendar provides 25 days of road safety tips, plus offers and discounts to businesses throughout the holiday season, to help Victorians […]

Fort Wayne, Indiana - Circa April 2017: Pepsi and PepsiCo Vending Machines Awaiting Repair. Pepsi is one of the largest beverage producers in the world IV
  • Marketing

PepsiCo ANZ Appoints New CMO For Snacks & Beverages

PepsiCo Australia and New Zealand has announced the appointment of Vandita Pandey to the newly created role of Chief Marketing Officer for both snacks and beverages. Pandey comes from Frito-Lay (a PepsiCo company) in the United States where she has spent the last 11 years in roles that span across marketing, corporate strategy, insights and […]