Embrace Living Life to the Full in Golden Leaves' Joyful Spot

Golden Leaves has worked with 2050 London and Affixxius Films at Treacle 7 to encourage people to get a quality pre-paid funeral plan for their families, so they can then just get on with enjoying the rest of life – in this case like a go-karting granny rocking along to metal guitars. 

Golden Leaves is FCA approved and offer a range of financial products to support people coming into the final stages of their life. They’ve been operating for over thirty years delivering quality products, yet not enough of the market are aware of them. They challenged 2050 to develop a TVC that could break them into their category at the busiest time of year.

Most of the competitor advertising takes on a generic day-time television direct response format offering very little brand differentiation. Key messages focus on what need sorting when you die. Mostly all fairly depressing and uninspiring communications unlikely to capture hearts and inspire action. 

There was an opportunity to drive brand response by flipping the category on its head by celebrating the empowering feeling Golden Leaves customers get, when they know their families are covered by a quality plan. Instead of stressing about death, 2050 encourage people to get on with living life to the fullest with their family during these golden years. A positively bonkers execution brought it to life with a go-karting granny, riding at speed through Golden Leaved woods to screaming rock guitars. Unafraid of death and confidently living life to the full!

The film was delivered at a rip-roaring pace, David Whayman director at Affxxius said, ‘‘This was a great chance to work with the guys at 2050, producing something creative that will challenge people’s expectations of the category genre, although budgets were leaner, all parties pushed the envelope and that made for more interesting work.’ Adam Morrison, 2050 said: “We were so taken by how patronising and lacklustre much of the category comms were. Creating a positive, empowering bit of entertainment was an open goal that had to be taken.’ Chiappe & Saunby, at 2050 said ‘When you’re in your golden years most people just want to enjoy life worry free, this taps directly into that rocking feeling.’