AVIVA Happitaphs

The last great taboo. But it’s a part of all our lives. And Aviva’s Insurance business.
So how can a Life Insurance company engage with a 28-45 year old audience to talk about it, without turning them all off? Create a life-affirming competition, that’s how. Using special build DOOH poster sites we’d stop people in their tracks… And ask them how they want to be remembered…
Inviting them to offer up their own amusing epitaphs – or HAPPITAPHS – and collate/curate them under the hashtag #LeaveThemSmiling
Social Media to Drive Awareness Including a special Snapchat Lens that lets the user capture their smile and happitaph at the same time…
82 Years : 82 Winners Bearing in mind that average life expectancy is 82 years in the UK, we’d get the public to vote for the best 10 Happitaphs each week, for 8 weeks, plus two wild cards to go through to a final round of judging.
Vote for your favourites, see which are top of the rankings and get inspiration to write your own.
The Happitaphs Website Concept
With kind permission Terry Gillian's Dancing Tombstones idea will be reworked as the Happitaph Landing Page.
After the short Dancing Tombstone animation you enter into the mouth to discover an Infinite Universe of Happitaphs
PRIZES The overall winners get their personal Happitaphs created for real, but not as a headstone. We'd create each one as a beautiful handcrafted object d’art in a choice of Metal, Wood, Glass, Stone.
The Grand Prize-Winner gets a Happi-Holiday for two in any one of the 10 Happiest Countries in the World - As voted by The World Happiness Report.
Current Top Ten
1 Denmark
2 Canada
3 New Zealand
4 Australia
5 Switzerland
6 The Netherlands
7 Norway
8 Sweden
9 Iceland
10 Finland

Team Credits

Fraser Adamson & Julian Dyer - Integrated Creative Team

  • Message
  • Guys Of Disruption

Project Tags

  • lifeassurance
  • financialservices
  • competition
  • website
  • snapchat
  • digitalooh
  • fintech
  • gamification

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