2020

Celebrating the Little Moments

Le Pine Funerals

Challenges

Le Pine required a fully integrated campaign, including TVC, multi-platform advertising assets, and hyper-local social media strategy.

The key brief was to show Le Pine as a trusted Victorian funeral service provider offering a brand experience that is personalised, meaningful and life‑celebrating.

Strategy

To be seen as the first choice when it comes to selecting a funeral provider, Le Pine needed a clear, compelling and contemporary brand positioning and communications strategy showing that it truly understands, and can deliver a meaningful experience to, the Victorian community.

It was imperative that the messaging would need to work across multiple platforms and outputs, including television, print/digital advertising and social media.

Outcomes

“Little moments make great memories”.

The campaign was created with nostalgia and authenticity at the core, focusing on storytelling to build an emotional connection between the community and Le Pine Funerals.

The suite of assets include a 60s and 30s TVC, extensive advertising campaign (print and digital), social media design assets, and full marketing and content plan.

Services

TV Advertising

Art Direction

Brand Strategy

Advertising Campaign

Social Media Strategy

Social Media Management

Digital & Print Advertising

Design

Copywriting

The campaign focussed on repositioning Le Pine from a traditional brand to a contemporary one, known for helping people celebrate the little moments in the lives of their loved ones that were most meaningful. We created an emotional connection between Le Pine and potential customers, helping people to understand that a Le Pine funeral can be a warm, uplifting, personalised and meaningful experience.
We often think the most important moments in life are the big events, but what if it’s actually the small, almost imperceptible, moments that matter the most? We built a campaign around this insight – showcasing the little moments in life that were meaningful for those saying goodbye.