Pure Cremation

Freedom to Choose

Multiple creatives that gave the client freedom to choose

After a competitive pitching process, Pure Cremation chose ABF Pictures to produce a suite of commercials that spoke openly about the sensitive subject of afterlife care. The key challenge was to change current behaviour from passive to active by introducing the idea of choice in a convincing and reassuring way.

The resulting campaign included three different TV commercials that celebrated the lives of different customers at home, with friends and family. As well as celebrating the lives of customers the commercials also celebrate a customer’s ability to choose an alternative to traditional funeral plans.

For more information on Pure Cremation go to purecremation.co.uk