2013 Results

CAT 48 - Integrated Campaigns (INC)


Ogilvy & Mather Amsterdam (NETHERLANDS)

Funeral Insurance Company DELA, DELA Brand: "Why wait until it's too late?"48-01228-INC

URL: https://vimeo.com/67128329

Agency (& City): Ogilvy & Mather Amsterdam

Creative Director(s): Darre van Dijk

Copywriter(s): Piebe Piebenga

Art Director(s): Darre van Dijk, Bart te Riele (Digital)

Production Company (& City): Wefilm Amsterdam

Film Director(s): Roel Welling

Production Company Producer(s): Bas Welling

Agency Producer(s): Brenda Bentz van den Berg

Digital Artwork: Bas Derks

Account Manager: Zilla Smith

Strategy Director: Hans Veldhorst

Short explanation

The most beautiful words are often spoken when someone has passed away. But why wait until it's too late? Say something wonderful today. With an integrated campaign we gave people a chance to share beautiful words with someone they love. We filmed speeches with 6 hidden cameras. This footage was used to develop extraordinary commercials, with real emotions. These commercials encouraged everyone in the Netherlands to show their love and affection. We made print ads with only the word 'Dear'. People were invited to fill in the rest. The uploaded ads were used for outdoor. Each poster was unique and placed in the area where the person it was meant for lived. Besides the print ads, people could post their beautiful words on Facebook and on DELA's website. In addition, radio, banners and live television speeches were used within the campaign.


Funeral insurance company DELA is a cooperative of 3 million members. DELA believes in a dignified farewell for everyone, but above all being there for each other during life. DELA offers funeral insurance and saving products.