ZUGU address digital lives after they end in new campaign

ZUGU

Millions of people share an unspoken modern anxiety: what happens to their private digital lives after they’re gone? ZUGU, the premium iPad case brand, has teamed up with creative agency PDA.NYC to tackle this fear with humor and innovation through the launch of the In Case of Death Case.

This unprecedented iPad case incorporates cutting-edge pulse-detection technology via a wearable ring. In the event of the user’s passing, the case bricks the iPad moments after the heart stops, ensuring that private data stays private. With limited-edition availability, this playful yet practical solution underscores ZUGU’s dedication to quality, innovation, and a touch of irreverence.

To promote the launch, ZUGU and PDA.NYC unveiled “The ZUGU In Case of Death Case” campaign, featuring a hero film titled Viral Face Wax Challenge. Influencers Zane Hijazi and Heath Hussar star in the campy video, which takes a humorous approach to the topic.

After a failed face wax stunt leaves Zane on the floor and seemingly dying, his final plea is for Heath to delete his browser history. Luckily, Zane’s In Case of Death Case activates, bricking his iPad and releasing a small puff of smoke—keeping his secrets safe for eternity.



A follow-up video, shared on ZUGU’s social channels, features mock condolences from ZUGU’s “Director of Influencer Marketing” (played by an actor) and real-life CEO Tim Angel. Angel addresses the “heartbreaking” news of Zane’s death and highlights how the In Case of Death Case ensured that none of Zane’s private data—like embarrassing texts or videos—was compromised.

“ZUGU makes the best iPad case in the world, and we’re constantly evolving the design so our case works great in every situation,” says Tim Angel, Founder of ZUGU. “The In Case of Death Case is a funny, first-of-its-kind product that emphasizes ZUGU’s commitment to iPad protection in even the most extreme situation: death.”

David Yankelewitz, Co-Founder and Executive Creative Director of PDA, adds, “We believe the best brand-building leverages culture to show genuine and surprising empathy for consumers. To emphasize ZUGU’s obsession with protecting people’s iPads, we used humor to lean into a fear we can all relate to: having people view your browsing history and embarrassing data after you’re dead.”

The campaign launched on January 8, across ZUGU’s organic and paid social channels.

CREDITS:

BRAND: ZUGU

  • Tim Angel, Founder & Owner, ZUGU
  • Jenn Angel, Chief Operating Officer, ZUGU

AGENCY: PDA. NYC

  • Aaron Mosher, Co-Founder & Executive Creative Director, PDA
  • David Yankelewitz, Co-Founder & Executive Creative Director, PDA
  • Marc Calamia, Executive Producer, PDA
  • Zac Sax, Creative Director, Copy, PDA
  • Kristen Koop, Creative Director, Art, PDA
  • Rachael Mumford, Content Marketing & Social Strategist
  • Matt Hampton, Tech Director & Founder, Envoy Design
  • Mark Villalobos, Makeup & Creature FX
  • Heather Mages, Makeup & Creature FX
  • Glenn Clements, Producer
  • Atousa Hojatpanah, Producer
  • Bryan Gutiérrez Shelton, Editor
  • Cesar Haliwa, Sound Design
  • Kasper Nyman, CGI & Motion
  • Ivan Joy, 3D Modeler
  • Zane Hizaji, Content Creator
  • Heath Hussar, Content Creator
  • Brad Podray, Content Creator
  • Louisa Melcher, Content Creator
  • Brittney Rae, Content Creator
  • Nathan Espinoza, Content Creator

MEDIA: NoLie Communications

  • Livia Pinzari, Founder & CEO
  • Libby Smith Dickerson, Account Director
  • Lia Guerrero, Senior Account Manager

PR: Raven Public Relations

  • Matt Van Hoven, Co-Founder
  • Najet Fazai, VP, Account Director
  • Heidi Donato, CEO of HD Media Relations
  • Mary Landon Montgomery, Account Supervisor

ICYMI: The Best Campaigns of December


ZUGU

Millions of people share an unspoken modern anxiety: what happens to their private digital lives after they’re gone? ZUGU, the premium iPad case brand, has teamed up with creative agency PDA.NYC to tackle this fear with humor and innovation through the launch of the In Case of Death Case.

This unprecedented iPad case incorporates cutting-edge pulse-detection technology via a wearable ring. In the event of the user’s passing, the case bricks the iPad moments after the heart stops, ensuring that private data stays private. With limited-edition availability, this playful yet practical solution underscores ZUGU’s dedication to quality, innovation, and a touch of irreverence.

To promote the launch, ZUGU and PDA.NYC unveiled “The ZUGU In Case of Death Case” campaign, featuring a hero film titled Viral Face Wax Challenge. Influencers Zane Hijazi and Heath Hussar star in the campy video, which takes a humorous approach to the topic.

After a failed face wax stunt leaves Zane on the floor and seemingly dying, his final plea is for Heath to delete his browser history. Luckily, Zane’s In Case of Death Case activates, bricking his iPad and releasing a small puff of smoke—keeping his secrets safe for eternity.



A follow-up video, shared on ZUGU’s social channels, features mock condolences from ZUGU’s “Director of Influencer Marketing” (played by an actor) and real-life CEO Tim Angel. Angel addresses the “heartbreaking” news of Zane’s death and highlights how the In Case of Death Case ensured that none of Zane’s private data—like embarrassing texts or videos—was compromised.

“ZUGU makes the best iPad case in the world, and we’re constantly evolving the design so our case works great in every situation,” says Tim Angel, Founder of ZUGU. “The In Case of Death Case is a funny, first-of-its-kind product that emphasizes ZUGU’s commitment to iPad protection in even the most extreme situation: death.”

David Yankelewitz, Co-Founder and Executive Creative Director of PDA, adds, “We believe the best brand-building leverages culture to show genuine and surprising empathy for consumers. To emphasize ZUGU’s obsession with protecting people’s iPads, we used humor to lean into a fear we can all relate to: having people view your browsing history and embarrassing data after you’re dead.”

The campaign launched on January 8, across ZUGU’s organic and paid social channels.

CREDITS:

BRAND: ZUGU

  • Tim Angel, Founder & Owner, ZUGU
  • Jenn Angel, Chief Operating Officer, ZUGU

AGENCY: PDA. NYC

  • Aaron Mosher, Co-Founder & Executive Creative Director, PDA
  • David Yankelewitz, Co-Founder & Executive Creative Director, PDA
  • Marc Calamia, Executive Producer, PDA
  • Zac Sax, Creative Director, Copy, PDA
  • Kristen Koop, Creative Director, Art, PDA
  • Rachael Mumford, Content Marketing & Social Strategist
  • Matt Hampton, Tech Director & Founder, Envoy Design
  • Mark Villalobos, Makeup & Creature FX
  • Heather Mages, Makeup & Creature FX
  • Glenn Clements, Producer
  • Atousa Hojatpanah, Producer
  • Bryan Gutiérrez Shelton, Editor
  • Cesar Haliwa, Sound Design
  • Kasper Nyman, CGI & Motion
  • Ivan Joy, 3D Modeler
  • Zane Hizaji, Content Creator
  • Heath Hussar, Content Creator
  • Brad Podray, Content Creator
  • Louisa Melcher, Content Creator
  • Brittney Rae, Content Creator
  • Nathan Espinoza, Content Creator

MEDIA: NoLie Communications

  • Livia Pinzari, Founder & CEO
  • Libby Smith Dickerson, Account Director
  • Lia Guerrero, Senior Account Manager

PR: Raven Public Relations

  • Matt Van Hoven, Co-Founder
  • Najet Fazai, VP, Account Director
  • Heidi Donato, CEO of HD Media Relations
  • Mary Landon Montgomery, Account Supervisor

ICYMI: The Best Campaigns of December