During periods of grief, memories can soothe the enduring sting of loss while keeping us connected to our departed loved ones. But actually talking about a personal loss can still feel like a step backward in the grieving process, blocking our ability to move on.
A Portland cremation company wants to change that by encouraging customers to talk about dying in an honest, healthy way.
For its first marketing campaign, direct cremation service Solace released a touching suite of videos titled Solace Cares. The company collaborated with indie agency Must Be Something and illustrator John Phemister for a trio of 30-second shorts that combine playful animation and intimate storytelling.
A personal touch
For the Solace team—currently offering service in Los Angeles, Seattle and Portland—this campaign includes a very personal touch: The stories at the center of each short belong to and are narrated by co-founders Keith Crawford and David Odusanya, and marketing director Debbie Carter.
In the ad titled “Mum’s Chair,” Odusanya shares how his memories of his mother are linked to her favorite chair, which remained empty after she died. Carter emotionally reflects on her mother’s eulogy in “Amazing Mom.” To round out the collection, “Architect” features cofounder Crawford as he remembers his late father, whose passion for interesting building structures never ended, even during family vacations.
Solace is a carbon-neutral cremation service that pledges to arrive within 90 minutes to transport the body of a loved one to a cremation facility.
Since its inception, the Portland startup has expanded to Los Angeles and the greater Seattle area. As the campaign streams on Portland radio and television, Odusanya—who was a former Nike executive creative director alongside Crawford—hopes their stories of grief will inspire others to embrace and share their own memories.
“There has probably never been a time more sensitive to the experience of loss and grief in our lives,” said Odusanya. “As a brand that is grounded in transforming the death-care industry, Solace is committed to creating a public opening to talk about dying. In doing so, we aim to normalize the conversation and help lift some of the stigmas around discussing end-of-life.”
CREDITS:
Agency: Must Be Something
Creative Directors: Jed Alger, Sean Donnell
Production Studio: The Wilderness Studio
Illustration/Animation: John Phemister
