Mount Pleasant Group has been honouring memories for nearly 200 years, and their latest campaign, Eternally Yours, celebrates the ways that people can be remembered after they’re gone. Developed by UNION, the integrated campaign features a beautiful five-piece set of recordable cards that people can send to their loved ones, to be opened after they are gone.
The greeting cards are available on Facebook and allow users to record their own messages in these cards and pass them onto their loved ones.
1. New baby -- “Turns out, you can love someone you’ll never meet”
2. Valentine’s Day – “Some loves last a lifetime. Ours is much bigger than that”
3. Graduation – “You made me proud my whole life and it doesn’t stop there”
4. Wedding Day – “And you thought I was going to miss your big day”
5. Birthday – “I told you I’d never forget your birthday”
“Hearing a loved one’s voice stirs up emotion in a unique and very personal way,” says Rica Eckersley, Creative Director at UNION. “These recordable cards allow people to be there for the milestone moments they would otherwise miss.”
The campaign launched with an emotional online video that features a man that the viewer assumes is writing cards for milestone moments like a graduation and a wedding. In the end, it’s revealed that he’s actually speaking into recordable cards, and putting them away for his grandchild.
The idea that “your love can live on after you’re gone” is also supported with two :30 radio spots that feature an older man and woman imagining meaningful future events that they will still be a part of, even though they won’t be there. It also comes to life in a full-page newspaper ad.
Every piece of the campaign ends with a call to action, encouraging people to pre-plan with Mount Pleasant Group.
“People want to be remembered in a meaningful way,” says Rick Cowan, AVP Marketing & Communications at Mount Pleasant Group. “This campaign honours the way they can be there for years to come.”
Chief Creative Director: Lance Martin
Creative Director: Adam Thur
Creative Director: Rica Eckersley
EVP, Managing Director: Catherine Marcolin
Account Director: Kristine Lafreniere
Account Supervisor: Sara Spears
Sr. Strategist: Joshua Hansen
AVP, Marketing: Rick Cowan
Manager, Advertising & Analytics: Winnie Chareunsouk
Agency Producer: Grace Lee
Director: Stash Capar
DP: Chris Lew
Executive Producer: Suzanne Allan
Line Producer: Erwin Abesamis
Editing Company: Married to Giants
Executive Producer: Julie Axell
Editor: Raj Ramnauth
Post Production: Wingman VFX
Executive Producer: Samantha Simpson
Audio Company: 69 Berkeley
Audio Supervisor: Jared Kuemper
Executive Producer: Tyna Maerzke
Music Composer: Nikhil