SIRE
’Een doodgewoon gesprek’
Brief
SIRE is a Dutch foundation with a long history of creating advertising campaigns on important societal topics. The topic of ‘dying’, with all its misconceptions, has been SIRE’s latest area of focus.
SIRE wants to reduce the fear of dying by starting a dialogue about how we can better shape and experience death together.
Our job: translate the overarching campaign concept –De dood. Praat erover, niet eroverheen– to a social native format and position dying as a natural part of life.
Approach
You wouldn’t expect this but research shows us that talking about death, or thinking about it, makes you happy. Everyone initially expects to become depressed, negative and tired of life, but the opposite is true. You become less depressed, more positive and more lively.
Therefore, our approach for this challenge was to inspire people to talk about death by showing disarming conversations between influencers and their loved ones.
Where the goal of the ATL campaign was to encourage conversations about death in the first place, we focused on the actual conversations and we’ve been able to show that everybody copes with things in a different way. And that’s ok.
Results
Coming soon.