What happens to your private digital life after you’re gone? Scary thought, isn’t it? Premium iPad case brand, ZUGU, and its agency, PDA.NYC, have leaned boldly into this modern anxiety with the launch of the In Case of Death Case, a first-of-its-kind product designed to protect not just the device but also the digital secrets in it after death.
The In Case of Death Case is a real case that features pulse-detection technology, activated by a high-tech wearable ring, that bricks your iPad moments after your heart stops. With a select number of limited-edition cases available, the case humorously tackles the taboo topic of death while highlighting ZUGU’s attention to every detail.
The campaign is led by the zany film, Viral Face Wax Challenge, featuring influencers, Zane Hijazi and Heath Hussar:
A short video produced by ZUGU and released on their social channels is also part of the campaign. In it, ZUGU’s “Director of Influencer Marketing” (an actor), and ZUGU’s real CEO, Tim Angel, express mock condolences for Zane’s mock death. The film begins with Angel addressing the camera about the heartbreaking news of influencer and ZUGU brand ambassador Zane’s passing. Mourning the mock loss, he mentions how Zane’s revolutionary ZUGU In Case of Death Case made sure his iPad was fully erased. So, those mourning can be assured that none of Zane’s secrets, including any of his inappropriate texts or lascivious videos, will ever be seen.
“ZUGU makes the best iPad case in the world, and we’re constantly evolving the design so our case works great in every situation,” stated Tim Angel, founder of ZUGU. “The In Case of Death Case is a funny, first-of-its-kind product that emphasises ZUGU’s commitment to iPad protection in even the most extreme situation: death.”
“We believe the best brand-building leverages culture to show genuine and surprising empathy for consumers,” says David Yankelewitz, co-founder & executive creative director of PDA. “So, to emphasize ZUGU’s obsession with protecting people’s iPads, we used humor to lean into a fear we can all relate to: having people view your browsing history and embarrassing data after you’re dead.”
Credits:
Client: ZUGU
Tim Angel: Founder & Owner,
Jenn Angel: Chief Operating Officer
Creative Agency: PDA
Aaron Mosher & David Yankelewitz: Co-Founders & Executive Creative Directors
Marc Calamia: Executive Producer
Zac Sax: Creative Director, Copy
Kristen Koop: Creative Director, Art
Rachael Mumford: Content Marketing & Social Strategist
Matt Hampton: Tech Director & Founder @ Envoy Design
Mark Villalobos & Heather Mages: Makeup & Creature FX
Glenn Clements & Atousa Hojatpanah: Producers
Bryan Gutiérrez Shelton; Editor
Cesar Haliwa: Sound Design
Kasper Nyman: CGI & Motion
Ivan Joy: 3D Modeler
Zane Hizaji, Heath Hussar, Brad Podray, Louisa Melcher, Brittney Rae & Nathan Espinoza: Content Creators
Media: NoLie Communications
PR: Raven Public Relations
