Public Trust and Special Group Encourage Kiwis to Live Their Legacy

Public Trust is set to return to television screens for the first time in nearly three years with an integrated marketing campaign via Special Group, asking New Zealanders to think about the legacies they’re building.

Public Trust – New Zealand’s largest provider of wills and estate administration services – has worked in collaboration with Special Group to develop a new brand platform that underpins the creative.

The hero film was directed by Fraser Chatham from Fish & Clips and charts how knowledge and custom is passed down between three generations of family.

Says Olivia Baloghy, head of marketing at Public Trust: “A legacy is not just a house or a trust fund. You are actively building your legacy as you live life. It’s the time we spend with our children, the trips we go on, the chances we take and the people we meet.”

The campaign is designed to raise awareness of Public Trust and position its services as compelling, relevant and accessible for all New Zealanders. Public Trust itself is a legacy business – it is nearly 150 years old, and has committed itself to empowering all New Zalanders to protecting and building their own legacies.

The creative is running across television, video-on-demand, OOH, social media, native and display; alongside digital assets driving customer to an online will function where they can begin writing their own legacy online.

Says Michael Redwood, managing partner at Special Group: “Public Trust is a New Zealand institution with a proud history and defining character. It’s been a pleasure working alongside such a talented team to deliver this campaign. We believe the platform will continue to serve Public Trust well as it turns the page, and builds its own legacy.”