Banjo charts the journey to becoming a White Lady in funeral home’s first work in 12 years

White Lady's first TV campaign in 12 years

White Lady’s first TV campaign in 12 years focuses on the art of empathy

White Lady Funerals has launched its first new campaign in more than a decade, ‘She Knows’ which displays the compassion and understanding a woman must embody in order to qualify as a White Lady.

The campaign, by Banjo Sydney, follows the journey of a young girl as she moves through childhood to adulthood and the times she has provided comfort to others, developing in her a natural streak of compassion.

Her journey begins sitting next to a sad and lonely boy in the playground to comforting her father as they bury a loved family pet.

30” White Lady ‘She Knows’ TVC from Banjo Advertising on Vimeo.

The ad then shows the woman as an adult, dressed in the uniform of White Lady Funerals, supporting a mourner and offering her one of the company’s trademark white rose as she leaves the funeral home.

White Lady has differentiated itself with its all-female staff.

Invocare chief marketing officer, Fergus Kelly, said it was an important difference that mattered when people were suffering a loss.

“It’s the women of White Lady Funerals themselves who make the difference for our customers and this campaign shows the unique qualities of care and compassion that make them different,” Kelly said.

“The campaign showcases the innate ability to comfort others that White Lady Funerals is renowned for.”

Banjo CEO, Andrew Varasdi, said people who worked for White Lady did not see it as a job.

“We wanted to show the compassion and support they bring to the process of farewelling a loved one,” Varasdi said.

The campaign will also be supported by a 15 second TVC, Dave’s Day, which promotes the company’s pre-paid funerals.


Chief Marketing Officer: Fergus Kelley
Head of Marketing: Natalie Riches
Art Director: Raj Rabindranath
Copy Writer: Pete Watman
Business Director: Sakina Vasi
Account Director: Theo Zoumas
Senior Account Executive: Laura Tenison
Senior Planner: Sarah King
Producer: Claire Seffrin / Cathryn Cooper

Simon Canning


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