“Your memories deserve more than a shoebox.” That has to tug at your heartstrings. The Monkeys has launched a new digital platform that keeps memories and stories collected, and keeps people connected to those they love forever.
Memories.com.au is an ad-free private platform that allows members to share their stories collaboratively with their inner circle. The Monkeys has created the brand platform, Keep Living, to make the new platform known.
The campaign film, Your Life Deserves More Than a Shoebox, is part of that platform, a moving montage of pictures taken throughout a life, which presents Memories.com.au as the alternative to keeping precious memories and keepsakes in a forgotten place.
Since launching in August 2020, Memories has already achieved a 190% increase in new membership registrations, a 30% increase in unique users to the website and has gained members from 206 countries and territories from around the world.
The Monkeys Melbourne chief executive officer, Paul McMillan, stated, “We’ve relished the opportunity to go on this journey with the Memories team, helping them to develop a long-term brand platform that embodies a core human desire – to be perpetually connected with those we love, even after we pass away.
“The people, the places and milestones that have shaped your life deserve more than a shoebox. Memories allows your friends, your children and their children to remember you and to celebrate your life.”
Memories Group chief executive officer, Tom Ainsworth added, “We’re incredibly proud of the brand platform and creative work we have made with The Monkeys. We’ve already seen impressive results from the launch campaign and believe this is only the beginning.
“Our launch film demonstrates the purpose of Memories.com.au. It’s about putting you in control of your own legacy, tapping into the uniqueness, depth and authenticity of our lives. It is not about collecting likes and shares. Memories allows you to explore the more meaningful things that make us human: our stories, our true character and our closest friendships.”
The Monkeys’ Your Life Deserves More Than a Shoebox brand campaign is running on television, digital, social, online and in print.
Creative Agency: The Monkeys, part of Accenture Interactive
Chief Creative Officer: Ant Keogh
Creatives: Connor Beaver &Scott Zuliani
Producer: Emma King
Chief Executive Officer: Paul McMillan
Head of Planning: Michael Derepas
Head of Production: Romanca Mundrea
Group Content Director: Sophie Gosper
Content Executive: Ella Papilion
Lead Digital Producer: Tamara Wohl
Technical Director: Jonathon Casley
Designer: Chris Thompson
Production Company: FINCH
Director: Christopher Riggert
Managing Director: Corey Esse
Executive Producer: Loren Bradley
Producer: Claire Thompson
DOP: Jeremy Rouse
Offline: Stewart Reeves @ The Editors
Post-Production: Drew Downes @ Atticus
Music Supervision: Karl Richter @ Level Two Music
Sound: Paul Le Couteur & Ceri Davis @ Squeak E. Clean Studios
Client: Memories Group
Chief Executive Officer: Tom Ainsworth
Chief Marketing Officer: Imogen Griffiths