Co-op Funeralcare: Open Up

Co-op Funeralcare, the UK’s leading funeral provider, has unveiled a new advertising campaign with the aim of getting the nation talking about their funeral wishes. Lucky Generals’ latest brand campaign for Co-op Funeralcare shows real people up and down the country having conversations about how they want their send-off to be. The campaign aims to help normalise this important conversation and encourage people to be open about their funeral wishes earlier in life. Research (Making Peace with Death report, Co-op) has shown that although 66% of people have thought about their funeral wishes, only 7% feel comfortable talking about it. This makes the arranging of funerals particularly stressful for their loved ones who don’t know what they would have wanted. Through this campaign, Co-op Funeralcare wants to make this process a little bit less painful for people across the nation. From a window cleaner in Manchester who wants “one big party”, to a hiker with a hearing disability signing that she wants her poem to be read, the ad cuts between groups of people from all around the country talking about what they would like their funeral to be. Shot in a way that drops the viewer in every day, heart-warming and sometimes humorous conversations, the ad aims to normalise a discussion that doesn’t have to be intimidating. The ad, which was directed by Charlotte Regan at Knucklehead, was filmed on location up and down the country in areas such as Cardiff, Port Talbot, London, Manchester, and Keswick in the Lake District with street casting finding people across the UK. Lucky Generals worked with The Diversity Standards Collective to ensure that the cast was representative of and authentic to minority communities across the UK.