Tech start-up Memories pulls at the heartstrings with campaign from The Monkeys

Tech start-up Memories has appointed The Monkeys as its lead creative agency and launched into the market with a nostalgic campaign that will pull at the heartstrings.

The campaign introduces the brand platform ‘Keep Living’, which signifies how Memories’ users can live on through their families as their life stories are recorded on the platform.

Memories launched in August and has experienced a 190% increase in new membership registrations and signed up members from 206 countries.

Tom Ainsworth, the former chief sales officer at Domain and now CEO of Memories, said it is only just the beginning.

“We’re incredibly proud of the brand platform and creative work we have made with The Monkeys. We’ve already seen impressive results from the launch campaign and believe this is only the beginning,” he said.

“Our launch film demonstrates the purpose of It’s about putting you in control of your own legacy, tapping into the uniqueness, depth and authenticity of our lives. It is not about collecting likes and shares. Memories allows you to explore the more meaningful things that make us human: our stories, our true character and our closest friendships.”

The Monkeys Melbourne CEO, Paul McMillan, said the ‘Your life deserves more than a shoebox’ campaign was a great opportunity for the agency.

“We’ve relished the opportunity to go on this journey with the Memories team, helping them to develop a long-term brand platform that embodies a core human desire – to be perpetually connected with those we love, even after we pass away,” he said.

“The people, the places and milestones that have shaped your life deserve more than a shoebox. Memories allows your friends, your children and their children to remember you and to celebrate your life.”

The film was directed by Christopher Riggert from Finch.

Memories has also appointed Speed as its global performance media agency.

The campaign will appear on TV, digital, social and in print.


Client: Memories Group
Chief Executive Officer: Tom Ainsworth
Chief Marketing Officer: Imogen Griffiths

Creative Agency: The Monkeys, part of Accenture Interactive
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Head of Planning: Michael Derepas
Creative: Connor Beaver
Creative: Scott Zuliani
Head of Production: Romanca Mundrea
Producer: Emma King
Group Content Director: Sophie Gosper
Content Executive: Ella Papilion
Lead Digital Producer: Tamara Wohl
Technical Director: Jonathon Casley
Designer: Chris Thompson

Production Company: FINCH
Director: Christopher Riggert
Managing Director: Corey Esse
Executive Producer: Loren Bradley
Producer: Claire Thompson
DOP: Jeremy Rouse
Offline: Stewart Reeves @ The Editors

Post Production: Drew Downes @ Atticus
Music Supervision: Karl Richter @ Level Two Music
Sound: Paul Le Couteur/Ceri Davis @ Squeak E. Clean Studios

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