Write a short summary of what happens in the film

High-net-worth individuals are too busy growing their business and neglect planning their legacy. This can lead to ugly family or business disputes. Using Harry Potter-style living portraits, this omnichannel launch takes an amusing look at the grave topic of bequeathing one’s wealth upon passing on.

Cultural/Context information for the jury

Legacy planning is a serious topic. By utilising humour in the commercials, Etiqa could connect with consumers in a more personable way. This is in line with the brand’s philosophy of ‘humanising financial services’. The series of online videos appeared on social media sites, creating awareness for legacy planning. Online banners and print ads also reached out to high-net-worth individuals. All communication materials drove interest to Etiqa Premier’s new microsite (www.etiqa.com.sg/premier) where prospects could learn more about legacy planning options and request for a personal consultation from Etiqa’s financial advisors.