Marie Curie "Whatever you call it" by Saatchi & Saatchi London

Marie Curie's new campaign aims to break the taboo of talking about death in one of the biggest initiatives urging people to plan for the end of life.

The colourful ads take a surprisingly lighthearted tone to help people lower their guard around a distressing subject. Euphemisms for death, such as "Kick the bucket" and "Meet your maker", are brought to life in childlike animations, set to an upbeat jingle. Marie Curie said that people’s reluctance to think or talk about dying means many feel unprepared and distressed when facing the end of life, but it wants to help ease this process. The work was written by Ryan Price and Sarah Heavens, art directed by Maria Suarez-Inclan and produced by Moth.