Time to fill is time to create a will, says State Trustees for its new online will service

Moments of boredom are turned into opportunities for action in an animated campaign that positions State Trustees’ new online will service as an accessible platform for a much maligned piece of legal admin.

The campaign acknowledges the pains of ‘life admin’, with Hardhat’s ECD Glenn Dalton explaining the campaign needed to remove all barriers to getting a will ready.

“When you think about it, a will is the literal embodiment of ‘life admin’ – something that’s an effort to think about and easy to put off,” he said.

“With such a simple online product from a trusted organisation, we leveraged the Behavioural Science heuristic of ‘Zero Risk Bias’, removed known barriers, then completely reframed the time and effort needed to complete a will. Now anytime is a time to will.”

Hardhat was recently appointed to State Trustees’ creative account. The online will service enables users to put together their wills in just 30 minutes.

The ad prompts consumers with life events that stimulate the need for people to make their will.

State Trustees general manager of trustee services, Michael Spiegel, said: “State Trustees is on a mission to ensure every Australian has a valid will, so we’re really excited to launch this platform and supporting campaign.

“Our research confirms what a lot of us already know, people without a will have strong intention to get one but see it as too complex or time consuming, so we’ve delivered a convenient digital solution that’s secure, easy and affordable.

“We’ve used our deep knowledge in estate planning to design a user-friendly Online Will platform so it may just be the nudge Australians need to get an important part of life admin done.”

The campaign is rolling out in radio and digital as well as through a number of above and through the line projects.


Glenn Dalton – Executive Creative Director
Reece Ryan – Creative Director
Marnie Cartwright – Account Director
Jonathan Heath – Senior Creative
Luke Danzig – Art Director
Char Wren – Producer
Marie Fiorucci – Designer
Zane Flynn – Designer
Sophia Duhrin – Designer
Tashwita Rahalkar – Head of Brand and CX
Alexandra Cicerale – Marketing Manager
Gavin Cronje – Digital Innovation Lead
Illustrations – Richard Walker, Walker Design Co
Soundtrack Production – Rumble Studios
Animation – Stafford Wilson, Kitset


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