Trust & Will’s ‘Make It Count’ Campaign Wins Creative Awards

MINNEAPOLIS--(BUSINESS WIRE)--Trust & Will, the industry leader in digital estate planning, has earned multiple awards recognizing excellence in media strategy and creative execution for its “Make it Count” campaign, developed in partnership with TV agency Marketing Architects.

“With ‘Make it Count,’ we set out to tell universal stories in a way that feels human and relatable. Being honored for that work is a powerful reminder that connecting through honesty, humor, and heart really does resonate.”

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The campaign won first place in the TV or Interactive/Enhanced TV category at the MediaPost Planning & Buying Awards. It also received Gold in the Television category at the FCS Portfolio Awards, along with the night’s highest honor, Judge’s Choice.

Launched in March 2024, “Make it Count” brings a refreshingly warm and witty tone to the uncomfortable topic of planning for one’s death. Through relatable scenarios and a likeable spokesperson, the campaign highlights the importance of turning intention into legal action—because “it doesn’t count unless you make it official.”

"Make it Count" debuted with two TV commercials, “Kids” and “Car,” and later expanded with “Dock” and “Vacationing Parents.” The campaign resonated deeply with audiences, leading to a 30% increase in response rate over previous TV efforts and significant lift in purchase intent.

“We’re incredibly grateful for this recognition. It reinforces our belief that estate planning can be both approachable and deeply meaningful,” says Dale Sperling, Chief Marketing Officer at Trust & Will. “With ‘Make it Count,’ we set out to tell universal stories in a way that feels human and relatable. Being honored for that work is a powerful reminder that connecting through honesty, humor, and heart really does resonate.”

“Many people think they’ve taken care of what happens to their assets or kids just because they had a heart-to-heart with a relative,” says Vivienne Wan, VP Creative at Marketing Architects. “We leaned into this truth by creating a spokesperson who interrupts these sweet-yet-ineffectual moments. He’s like a good-humored coach bringing wisdom, but also lightness, to a heavy topic.”

“Trust & Will’s goal was to change the narrative around end-of-life planning,” adds Elena Petukhova, VP Client Growth at Marketing Architects. “Through TV, we were able to deliver their message at scale while building trust in a historically offline category.”

Blending performance and brand building, “Make it Count” helped position Trust & Will as the modern solution for estate planning. The campaign’s success demonstrates the power of thoughtful storytelling and the enduring impact of TV.

About Trust & Will

Founded in 2017, Trust & Will is the leading digital estate planning platform in the U.S., trusted by over one million individuals and families. Our simple, secure, and attorney-approved online solutions help Americans easily create wills, trusts, healthcare directives, and other essential estate planning documents tailored to state-specific laws. With a focus on easy access and a guided experience, we’re transforming how families plan for the future and protect their legacies.

Our platform supports 17,000+ financial advisors, along with 150+ enterprise partners and financial institutions, including AARP, Fifth Third Bank, LPL Financial, UBS, and USAA. We empower professionals to integrate estate planning into their client services, enabling multi-generational wealth planning. With more than one million users and $100+ billion in self-reported estate assets, Trust & Will is redefining estate planning as a relationship-deepening driver of financial wellness.

Recognized for innovation and leadership, Trust & Will has earned spots on the CNBC Disruptor 50, Inc. 5000, and Deloitte Technology Fast 500™ lists. Learn more at trustandwill.com.

Trust & Will is an online service providing legal forms and information. Trust & Will is not a law firm and does not provide legal advice.

About Marketing Architects

Marketing Architects is an All-Inclusive TV agency that rebuilt the traditional agency model to help brands drive profitable growth. Founded in Minneapolis, Marketing Architects has spent 25 years building homegrown technology to solve TV's pricing, measurement and scale challenges. For more information, please visit www.marketingarchitects.com.