Co-op Funeralcare wants you to 'own it' in VCCP debut

Co-op Funeralcare has launched its first work through newly appointed agency VCCP with an integrated campaign, which brings to life the “extraordinary story of an ordinary woman” through real images, footage and a narrative that unfolds through numbers.

The “1 Brilliant Life” activity introduces the promise that “however you choose to say goodbye, we help you own it”, and is the first time the funeralcare brand has embraced the wider Co-op “Owned By You. Right By You” brand platform, created by VCCP in 2024.

At the heart of the campaign is a 60″ film, that features the life of “Iris”. First as a baby, then a toddler and then a young bride as the numbers appear on screen 1 woman; 85 years; 43 road trips; 0 green fingers; as the story of her life unfolds. It continues with 1 favourite place, a seaside chip shop, her love of line dancing and a passion for photography and concludes with her “2 final wishes”, including a visit the beloved chippy and then “54 tributes” on the beach as her friends and family bid a final farewell.

The spot aims to deliver emotional depth with clarity and warmth, inviting viewers to reflect on what numbers and moments might tell the story of their own lives and reframe the conversation around funerals not as something to be feared or ignored but embraced as a chance to “own your goodbye”.

“1 Brilliant Life” will run nationwide across TV, cinema, radio and digital platforms. Media planning and buying is led by Dentsu, with additional support from ITG on retail and local production.

Directed by Simon Ratigan through Rogue Films, the activity was produced in collaboration with VCCP’s global content creation studio Girl&Bear, who also worked closely with the cast and creative team to source authentic “family” photos to support the story.

Co-op Funeralcare head of marketing Ayshea Elliott said: “This campaign is all about helping to showcase that choice is at the heart of every funeral. ‘However you choose to say goodbye, we help you own it’ aims to reflect Co-op Funeralcare’s commitment to ensuring that every funeral wish is fulfilled, whether it’s a more traditional service or a vibrant, personalised farewell, whilst also providing bereaved families with the support they need.”

VCCP creative director Rachel Morris added: “We’re incredibly proud of this work. Funeralcare can often be viewed as a more difficult sector to advertise but we saw an opportunity to speak truthfully and beautifully about what it means to live and how we might want to say goodbye. ‘1 Brilliant Life’ is a celebration and Co-op Funeralcare is the perfect partner to help people own that moment in a way that’s right for them.”