Octopus Legacy - Starting The Conversation
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Confirm that you have thoroughly read through the brief and are happy to fulfill it. By confirming, you also agree to complete and submit the required content within 5 days of receiving the product (if any*).
Thanks for confirming! We'll now reach out with next steps, so you can start creating content soon!
Project Summary
The Brief
Octopus Legacy is the place to plan for death and find support after a loss. Talking about death can be scary, but so are all of the other important things in life. Let’s ask the questions. Start the conversation. Create our legacy.
We'd like a video which feels like a candid chat between a creator and their audience, in which the creator highlights how having conversations about death, while scary, are important and are worth it.
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Message to Amy
Hi Amy, thanks so much for applying for our brief! We were touched by the note you left, and think you are perfect for this campaign. In fact, we've gone ahead and tweaked our script for this campaign to give you space to speak about your experiences, and to make it more personal to you - if you're comfortable with it.Here are some videos of our founder talking about his experience as some inspiration, if you feel happy adding
something personal to you into the script.
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Octopus Legacy is a place to plan for death and find support after a loss.
When people think about planning for death and dealing with loss they think about products - wills, lasting power of attorneys, probate.
We make the practical part of planning for death simple: we offer will services online, over the phone and in-person, as well as lasting power of attorney and probate. You can write the legal elements of your will in as quick as 15 minutes and for as little as £90. Nice and easy.
But we also take these cold processes and turn them into something much more human.
We invite you to share more than just money in your will. Make it your own. Shape your legacy, in real-time. Why not add in voice notes for your loved ones? Throw in the top-secret recipe you're famous for? Share your Desert Island Discs? Don’t rush it, but add to it as life changes. Co-create it in conversation with friends and family.
Updated Script
{We want this video to feel authentic – not like an ad, or a script. It would be great if you could record this while on a walk, as if you're just chatting on camera.}
It’s time to talk about the one thing we don’t really like to talk about.That one thing we don’t bring up at the dinner table, don’t discuss over a pint at the pub, that we don’t send in a voicenote to our best friend.
Yep – that one. Death.
Talking about death isn’t a piece of cake - it can be scary. But when you really think about it, aren’t all of the other important things in life too?
'Scary’ conversations are often the most fulfilling ones, that bring us closer to the people we love.
{You can talk about your personal experience with loss here – it would make sense within the script to discuss conversations you now wish you could've had, if this resonates with you e.g. I was too scared to talk about death with some of my loved ones who I lost, but now I have so many questions I wished I would've asked them about their life, and their death...}
I’m joining Octopus Legacy on their mission to change the way we talk and think about death.
No matter what, the first step is kicking off that conversation. You don’t have to start big – you just need to ask a question to a loved one like…‘If you could relive one memory, what would it be?’
‘What songs are on the playlist of your life?’
‘‘What should everyone wear at your funeral?’
And you’ve already taken the first step.Go on – you can do it. You might be surprised what you learn about yourself, and the people you know best.
Do:
- Film in natural light, ideally facing a window
- When not directly speaking to a camera, use VO but ensure the audio quality is seamless and natural
- Use copyright free music, and remember to submit the version without
- Keep it lively and energetic - we want to encourage the audience to take action
- Shoot high-res
- Add subtitles, please use white writing against a black background to ensure it’s accessible for all
Don’t:
- DONT Sound like you’re reading off a script
- DONT Film via TikTok app. In case of revisions please edit with CapCut or similar
- NO Blurry footage, not being able to see you clearly.
- DONT Film in your bedroom
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MISSION: Death is tough enough. Our mission is to use technology and real-life experience to make sure that it’s not any tougher than it needs to be.
VISION: To be the UK’s go-to brand when people talk about, plan for, and deal with death.
VALUES:
- Compassionate: Never exploit anxiety. Always reduce complexity and anxiety around death.
- Customer First: Deliver the best experience and value for our end user.
- Trustworthiness: We’re honest, transparent and we have integrity.
- Constant-improvement: We’re curious - always learning, testing and improving to build an intuitive process.
BRANDS WE ADMIRE & WHY:
- Stephenson Law: Ditching the jargon and empowering people. Strong use of the founder story. B2B but not dull as dishwater.
- Lemonade: Relatable, empowering voice. Knows its audience. Ditches the jargon and speaks in clear, plain terms. Millennial-friendly tone of voice. Nails the balance between authority and disruptor status. Feeling that they care about their consumers.
- Hertility: Sophisticated and trustworthy brand identity. Logo builds authority with a nod to science. Copy first approach.
- Nude: Jargon busting. Knows its audience. Makes something that’s dull and stressful feel fun and empowering, fun, and relatable.
- Gaia: Relatable, inclusive imagery. Balances the hard reality of an IVF journey with the optimism of creating a family. Bold assertive voice & strategic use of the founder’s story builds trust. A tailored approach empowers the individual and shows they care about the customer.
- Headspace: Accessibility, empowering users, care for users, clear mission.
- Poppy’s Funerals: Calm, warm, professional look and feel puts people at ease. Brightens up the dull and dreary death space. Copy first approach. Position themselves apart from the funeral industry (where trust is low) via directness and clarity of tone.
- Marshmallow: Simplifying a complex space. Adding fun, life, and positivity to a commodified and dull space. Illustrations breathe life into the copy-led approach. Build confidence through a lack of noise, transparency, and calmness.
- Monzo: Bold, eye-catching and creates a statement. Informative, delivering messaging clearly and to the point.
- Huddle: Balanced between people and the product/service itself.
- Laka: Copy and tone of voice. Feeling part of something. Doesn’t exploit anxiety.
COMPETITORS:
- FAREWILL
- BEYOND
- MY WISHES
- LEMONADE
- DEAD HAPPY
- TRUST AND WILL
ACCESSIBLE VS ANXIETY-INDUCING: We don’t use over-complicated technical jargon. We make conversations around death accessible, not anxiety-inducing or confusing.
STORYTELLING AS A WAY OF BRINGING PEOPLE TOGETHER: We don’t talk in blanket statements. Everyone’s experience of death is different. Instead, we can encourage open communication by championing individual stories.
DIRECT: We don’t beat around the bush. As a brand, we use ‘death’ rather than ‘passed away’. We are direct without being crass.
GROUNDED: We know that nothing we say or do will remove the emotional difficulty of death. We will never promise that.
BRANDS WE ADMIRE & WHY:
- Stephenson Law: Ditching the jargon and empowering people. Strong use of the founder story. B2B but not dull as dishwater.
- Lemonade: Relatable, empowering voice. Knows its audience. Ditches the jargon and speaks in clear, plain terms. Millennial-friendly tone of voice. Nails the balance between authority and disruptor status. Feeling that they care about their consumers.
- Hertility: Sophisticated and trustworthy brand identity. Logo builds authority with a nod to science. Copy first approach.
- Nude: Jargon busting. Knows its audience. Makes something that’s dull and stressful feel fun and empowering, fun, and relatable.
- Gaia: Relatable, inclusive imagery. Balances the hard reality of an IVF journey with the optimism of creating a family. Bold assertive voice & strategic use of the founder’s story builds trust. A tailored approach empowers the individual and shows they care about the customer.
- Headspace: Accessibility, empowering users, care for users, clear mission.
- Poppy’s Funerals: Calm, warm, professional look and feel puts people at ease. Brightens up the dull and dreary death space. Copy first approach. Position themselves apart from the funeral industry (where trust is low) via directness and clarity of tone.
- Marshmallow: Simplifying a complex space. Adding fun, life, and positivity to a commodified and dull space. Illustrations breathe life into the copy-led approach. Build confidence through a lack of noise, transparency, and calmness.
- Monzo: Bold, eye-catching and creates a statement. Informative, delivering messaging clearly and to the point.
- Huddle: Balanced between people and the product/service itself.
- Laka: Copy and tone of voice. Feeling part of something. Doesn’t exploit anxiety.
COMPETITORS:
- FAREWILL
- BEYOND
- MY WISHES
- LEMONADE
- DEAD HAPPY
- TRUST AND WILL
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