Public Trust Wills Week Campaign
The Brief
Turning everyday pet love into definitive action for Public Trust
The primary objective for the Public Trust Wills Week 2026 campaign was to inspire New Zealanders to make or update their wills by tapping into the deep emotional bond they share with their pets. Using "pets as family" as a highly relatable entry point, the campaign aimed to shift public perception so that planning for a pet's future feels like a normal, expected part of protecting the whole family, rather than a niche add-on. Ultimately, the goal was to drive direct action during July while building trust through practical, engaging education that made taking the next step feel simple and doable.
Deliverables: 30” Reel and x2 15” Reels - developed using Ai-generated video, supported by a UGC layer
Agency: Social Sugar
Art Direction & Copy Writing: Mel Matthews
Design: Mel Matthews
Animation: Kapil Lad
Once the storyboard was signed off, I moved directly into production. I produced the campaign's imagery and video using AI, which gave us the flexibility to seamlessly weave together the diverse, quirky animal personalities that sat at the heart of the creative idea.
By building the visual assets this way, we were able to bring the emotional core of the campaign to life at scale, delivering highly engaging, social-native content that captured the everyday joy of pet ownership while remaining highly efficient with the production budget.
