Funeraria El Ángel is a funeral home whose main source of income comes from the sale of pre-need plans.
One of their sales strategies focuses on young adults, so we were tasked with creating a different and fresh campaign to capture the attention and interest of this market segment.

This campaign targeted a generation of young adults for the purchase of funeral plans. The irreverent concept was based on the popular saying "kicked the bucket" (or "hung up their sneakers"). The various styles of footwear featured in the campaign supported the tagline "It happens to all of us."