In Africa, especially in Nigeria, there’s a popular saying that when people die, the tears shed are more from the cost of the burial than the actual death itself. Because death is such a taboo subject, we asked ourselves “What’s the one thing Nigerians can relate to even in unhappy situations?” The answer? Humor!

We tackled the brief with an exciting idea that was unique and equally provoking to start the whole conversation…“See Finish”.  “See Finish” is a colloquial phrase that illustrates the state of losing one’s self-respect and regard due to the revelation of your shortcomings, vulnerability, or even over-familiarity. 

This campaign was launched with an attention-grabbing activation across the city featuring half-naked people looking exposed. We told humorous stories of the shame of asking for monetary help from friends and relatives to plan a funeral due to not having a funeral cover in place.