Though small Dutch funeral-insurance company, Dela, is in a business that acts after loved ones are lost, it encouraged people to say something wonderful about the people they care about before they are gone for good.
Dela knew that a huge regret among the bereaved is often not spending time and talking more with a loved one. That led to the campaign"Why wait until it's too late? Say something wonderful today" by media agency MediaValue and Ogilvy & Mather, Amsterdam. Dela gave people the chance to share their thoughts and feelings on websites. Those stories were made into TV commercials and online documentaries and posted on billboards. Newspapers ads appeared with the single word "Dear ..." to inspire people to fill in the rest. Dela took over a TV channel for an evening to broadcast the stories.
The brand won the Media Grand Prix at the Cannes Lions Festival,.
For more of the goings on at Cannes, tune into Creativity's Cannes Central.