Advance Care Plan

It's difficult having conversations with loved ones about their final wishes, let alone a quality of life wishes, formally called an "Advanced Care Plan". We may make jokes with loved ones about our death, but we seldom even think about what's worse....
The challenge with this campaign was that we needed authentic responses and answers from real people.
We opted for a controlled interview environment because of the sensitive nature of the questions we would be asking.
We pre-screened interviewees to gauge how open and brave they would be on the day. But we were still leaving a bit up to chance.
With carefully crafted questions and a beautifully lit set up, we sat down in front of the cameras to ask tough questions.
We were pleased to uncover the reactions and answers we were hoping for and stitched a story together interweaving the narrative elements together across all couples. It's a moving piece where we hope to encourage viewers to also have those questions with their loved ones and to understand that sometimes .. "love, is not enough."