tothepoint

Guardian Angel Campaign Identity

We worked with Guardian Angel to design and launch a campaign aimed at raising awareness of the charity’s mission of breaking down the taboos associated with death and making wills as well as leaving a legacy to a charity of your choice.

The brief

Guardian Angel approached us to create a campaign to help it and its charity partners effectively promote a free will service whilst inspiring more people to consider leaving a gift in their will. They work with a range of charities so it was important that our concept and the assets generated, including video, needed to be versatile and work for different causes from homelessness to hospices.

The creative idea

Working closely in partnership with the client we developed a concept, listened to the feedback from their charity partners and created engaging content that could then be personalised for each charity taking part. Our skills and expertise in animation and generating creative assets for the client proved invaluable in the success of the campaign.

Disciplines

Campaign Identity
Social Media Posts
Animation

Storytelling through video

With a strong background in video and animation, our campaign was centred around a promotional video template that would tell the story of what Guardian Angel offers, but with the flexibility to adapt the script to suit different charities. Our writer, Rupert Bradshaw, worked with the client on crafting a script with a clear brand proposition, appropriate tone of voice and strong call to action that would form the basis of everything that followed.

The visual implementation

The idea of the signature, and its importance and significance in the process of writing a will, was more than just a copy line concept. It triggered the visual concept and approach. The signature was just the beginning of a world of possibilities, and this led to the visual language of a signature illustration that could flow through the storyboards of the video and interact with the imagery and words – connecting the copy script with powerful visuals in a way that could be adapted for video and stills for the campaign. Even the sign-off reflected this combination of words and imagery – Leave your mark on the world. Leave a gift in your will.

Creating useful assets for the client and their charity partners

Once the animation and related assets were completed, we were able to create a suite of customised videos and social media templates that could be used by the charity partners who had signed up after the workshop. These could then be adapted and used in their own marketing communications.

“Guardian Angel wanted to create a campaign to help our charity partners effectively promote the free wills service and inspire more people to consider leaving a gift in their will. We work with a range of charities and therefore the creative assets and video needed to be versatile and work for different causes from homelessness to hospices. Working with To The Point, they developed the concept, listened to the feedback from our charity partners and created engaging content that could then be personalised for each charity taking part. Their skills and expertise in animation and creative assets were invaluable for the success of the campaign.”

Katie Wimpenny, Partnerships Marketing Manager, Guardian Angel.

Developing the campaign further

Based on the feedback and analytics from the first campaign, and working closely with the Guardian Angel team again, we looked at how we could build on the original campaign’s powerful visual and written message of What could your signature do. Creating a fresh campaign that still had links with the original work was a good starting point. But we also wanted to unlock new potential engagements and conversations with audiences that Guardian Angel was seeking to help the growing body of diverse charities connect with. 

Storytelling through video

Creating fully animated video content is something we love to do at tothepoint. Having had great client feedback on our earlier campaign’s video work, we were pleased to have a brief to follow up with a campaign video optimised for social media that could explain how easy and approachable it is to get started writing a will with Guardian Angel.

Designed to be as user-friendly as possible via relatable testimonials about the process, the video is aimed to be a top-line introduction to the brand, its message, and establish its credentials with the suite of charity brands involved.

Campaign results

“It’s been wonderful working with the team at tothepoint. They provided a range of engaging concepts that we were able to test and share with our partners before developing a final version. The final concept is now something we’re carrying on into our next campaign, as we’ve seen high engagement via different channels.”

Katie Wimpenny, Partnerships Marketing Manager, Guardian Angel.