For all moments that matter: the notary
When you think of the notary, you think of law books, static offices and deeds. The notary is often seen as a necessary obligation when buying a house or taking over a business. Yet, the notary does much more than handing over signed deeds. They have a complex role that requires empathy, integrity, and legal expertise in crucial situations. This campaign shows their true value, at moments in our lives that really matter.
Moments that matter
Signing a prenuptial agreement, a deed of transfer for your new home, taking your next step as an entrepreneur or settling an estate for your children. Countless small moments have led to these big, life-changing moments at which the notary supports you, informs and advises you and makes sure that the decisions you make are the right ones — for you and for your loved ones.
Head and heart
If you look beyond all the paperwork and law books, you will soon find that this profession has — besides the head — a lot to do with the heart. To highlight this side of the notary, we created the campaign: ‘for all moments that matter: the notary’. It deliberately goes beyond the walls of the notary's office, and shows what it's really all about: special, profound moments in people's lives. The campaign proves that anyone who practices this profession brings much more to the table than just legal expertise. Involvement, empathy, and knowledge of human nature: all essential qualities of the notary.
Hero pieces
Different life stories, captured in a series of videos, form the hero pieces of the campaign. From a couple that falls in love, gets married and signs their prenuptial agreement to a grandmother who suddenly becomes ill and needs a last will to settle her estate for her only grandson. Each video follows individuals on their life journey, and gives an intimate insight into people's lives. Like flipping through photo books and playing old videotapes, the videos show you fond memories between loved ones or family members. Each story building up to one memorable, unforgettable, profound moment. The moment where the notary plays an indispensable role.
The campaign has three different story lines. Everything in these story lines has to be just right to show that these stories are about the moments in our lives that really matter. From storyboarding, scripting, casting, set dressing, to editing and sound design. Each video had a shortened version that was widely distributed on social media, relevant platforms and outdoor media.
The campaign supports KNB's long-term strategy for a futureproof notary. This strategy focuses on ensuring the long-term sustainability of the notarial profession. One of the goals is to improve the public perception of notaries by highlighting their vital role. This campaign illustrates that being a notary is about much more than just being a legal expert; it highlights the importance of social skills, empathy, and character. Qualities that are equally important for a successful notary.
Produced in close collaboration with video production company Bruut Amsterdam.