Two things are guaranteed in life: death—and the desire to be a hero on your way out. Both insights helped shape a powerful campaign for Will Power, a campaign designed to inspire Canadians to think differently about charitable giving through their wills.
While death remains a taboo topic for many, millennials are more open to the conversation. As they navigate major life milestones – buying a first home and starting a family, writing a will is increasingly top of mind.
To engage this audience, we created a simple message: anyone can leave a legacy. Even if you don’t have much now, you can still make a meaningful impact by leaving something – anything, to charity.
The campaign brought this idea to life by depicting everyday people in their most relaxed, familiar settings – wearing sweats and snacking on the couch, reimagined as subjects in formal, gilded-frame oil paintings typically reserved for historic figures. This juxtaposition of casual, relatable “heroes” within traditional, institutional portraiture delivered the message with both humour and clarity.
The campaign extended across print, social media, and a partner toolkit designed for charitable organizations nationwide.
