Trust&Will is an online estate planning service that aims to make estate planning more accessible. The goal for the campaign was to create a call to action for those who think they’re too young to create a will or who feel that traditional estate planning is too expensive.

Each line in this campaign alludes to a sort of “worst case scenario” that could happen if a tragedy were to occur without an estate plan in place. Additionally, many of the lines are tied in with a milestone life event that should be followed by the creation of an estate plan (marriage, having children, etc.) to further strengthen the call to action. The lines were crafted with humor to alleviate the anxiety that often comes with confronting one's own mortality when creating an estate plan.

The hope for this campaign is to encourage viewers to hope for the best but to prepare for the worst. This campaign was featured in Temerlin Advertising Institute’s 2021 Portfolio Night and voted “Most Likely to Be a Real Campaign.”