Octopus Legacy - 'Taboo' Topics
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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
We’re here to breathe some life into the death industry. Death is a ‘taboo’ topic which we keep in a dark room in our minds. It’s time to open the curtains and let the light in. 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 deemed 'taboo' are important and worth having.
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Message to Giorgia
Hi Giorgia, thanks so much for applying for our brief. You could not be more perfect for this campaign – it's so exciting! In fact, we've gone ahead and tweaked our script for this campaign to make it more personal to you, and give you space to speak about your experiences with death, including your husband's job, and frustration that it's a taboo – if you would be comfortable with this.
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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. Preparing for death doesn’t have to scary, or stale.
We also have support hubs, a space which supports people in the run-up to a funeral and long after it has been and gone. Support hubs are a dedicated place for you, and your family and friends to raise money for charity, to share memories, as well as funeral arrangements, to-do lists and more.
Updated Script
{We want this video to feel authentic – not like an ad, or a script. Please make it your own, if it makes you more comfortable.}
You’re missing out on a way to better connect with the people you love.
We’ll happily chat with those close to us about small things like the TV series we’re binging or gossip from work – but not what actually matters most.
That’s because the important things in life that connect us more than anything are too taboo to bring up. We feel too awkward to discuss things like mental health, money… and, death.
When you think about it, isn’t this just silly? If we can’t talk about the important things in life with the people most important to us, when can we?
I’m joining Octopus Legacy on their mission to change the way we talk and think about death.
[Show Octopus Legacy's website, here: https://octopuslegacy.com/]
{Here you can talk about your personal frustrations that talking about death is taboo – related to your husband's career, and your travels!}
Talking about death can be scary. But trust me, it’s worth it.
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, that you’d want played at your wake?’
‘‘What should everyone wear at your funeral?’
{Here you can talk about personal insights from asking your relatives these questions / even examples from your husband’s career e.g. I learnt that my uncle wantsa giant cheeseboard at his wake and my husband wants... and I now feel closer to the people I love, than ever}
Stop being too afraid to have the tricky ‘taboo’ conversations – they’re the ones that really count.
What questions will you ask? And what new things will you learn about the people you think you know the best?
DO
- Please film in natural bright light
- Add engaging captions to your video! remember to submit the version with and without! (SafeZone Tool)
- Keep it lively and energetic - we want to encourage the audience!
- Use copyright-free music only
- Shoot high-res
DON'T
- Don't sound like you're reading off a script
- Don't film via TikTok app. MUST use back camera and edit via CapCut or similar.
- NO blurry footage
- Don't 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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