Death has traditionally been depicted in black and white. Pazy has decided to use precisely that code to turn it around and fill it with color in “The new way of organizing a funeral”, his new advertising campaign.

The funeral planning platform is betting this time on animation to explain the different situations in which a person may have to organize a farewell, from preparing their own funeral in advance to facing the unexpected death of a family member.

The campaign is made up of three spots and will have a presence on television, digital media and outdoor advertising. With it, Pazy continues to build its position as an alternative to traditional death insurance, a proposal that allows you to organize and personalize a funeral with a fixed price, both while alive and after death has occurred.

The three spots present different situations. One of them presents a person who decides to organize his own funeral while alive, with time to establish what he wants his farewell to be like. The other addresses a very different circumstance: a family that must organize a funeral from one day to the next in the face of an unexpected death. And the third is based on a more traditional farewell that its protagonists want to personalize by incorporating their own detail.

The three pieces are based on the same visual resource. The stories begin in black and white as their protagonists go through the doubts and difficulties related to organizing a funeral. The appearance of color coincides with the resolution of those decisions through Pazy.

The company thus uses the chromatic change as a representation of the clarity and tranquility that its service seeks to offer: knowing what is being contracted, deciding what the farewell will be like and knowing in advance how much it will cost. “You decide. Fixed price. No hassle” is the message that articulates the campaign.

The graphic universe has been developed by Patricia González Irala, known artistically as Mofletes Colorados, who takes Pazy’s proposal to an animation aesthetic far from the solemnity and drama traditionally associated with funeral communication.e

“With this campaign we wanted to focus on something very simple: organizing a funeral does not have to be confusing or doubly painful. Our goal is to break the taboo of death, talk about it naturally and show that it does not matter if it is planned calmly or resolved. something from one day to the next: at Pazy there is always a clear solution at a fixed price,” explains María Hermida, CMO of Pazy.

An evolution of communication with which Pazy became known

“The new way of organizing a funeral” also represents an evolution in the way Pazy communicates a category that he began to promote in Spain a few years ago. The company presented itself as a digital funeral planning and personalization service, following the figure of the death planner which already had greater experience in markets such as the United States or the United Kingdom.

Their proposal allows you to decide in life what you want the funeral to be like, from the type of coffin or the music to certain details of the ceremony, in addition to establishing a fixed price in advance. It also offers its service to families who need to organize a farewell when the death has already occurred.

Pazy’s first major campaign came in 2024 with “The Way Back”, developed together with Figari Candy Store. That communication used real people and presented a group of older friends returning from different funerals to show the difference between a farewell that had respected the wishes of the deceased and one that had not.

Two years later, the company maintains some of the principles that were already articulated in that campaign – naturalness, closeness and distance from the sector’s codes of fear, sadness and solemnity – but completely changes its execution through animation.

The starting point continues to be a problem that Pazy already pointed out in his previous communication: families may have to make numerous decisions in a very short time and at a time of special vulnerability, facing procedures, prices and options that they are unaware of. With “The new way of organizing a funeral”, the company once again considers anticipation and personalization as a response to this situation, but this time it uses color and illustration to make visual a message that is difficult to communicate: going from not knowing what to do to being clear about what the farewell will be like.