Looking forward as an act of love
DELA
Known for its funeral insurance and services, DELA chose to go beyond its products to show what it can truly bring to people. The challenge was to tackle a sensitive subject: the end of life.
The campaign reaffirms DELA's deeply human approach, taking a positive and liberated view of the end of life. It invites everyone to navigate loss with more serenity, kindness, and connection, emphasizing that planning one's departure is not cold or morbid, but a gesture of love.
The Idea
We wanted to reconcile people with a subject that is often taboo. The insight was that talking about death is actually talking about life, about memories, and about the love we leave behind.
As DELA's Marketing Manager Britta Gyles puts it: "Thinking today about the day you will no longer be here not only brings you peace of mind, but also protects your loved ones. You spare them from burdensome procedures and make goodbyes more meaningful and personal. Planning ahead is not a mere formality, but a pure testament of love for your loved ones."
This was captured in the central campaign message: "Thinking about tomorrow is proof of love for those we leave behind."
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