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George Hartnett Metropolitan Funerals (GHM) operate in Brisbane, Redland City, Logan City, Moreton Bay, and the surrounding areas in regional Queensland. Our brief was to position GHM as the preferred funeral service provider for Queenslanders, who understand their customers on more meaningful level. This approach doesn’t always make their job easier, yet it does make their customer’s experience authentic and memorable. The campaign encourages people to live a full life and enjoy the moments that define them – because it’s this uniqueness they will eventually leave behind. We did this by posing the question – Who will you be remembered as? Genuine Queenslanders are the focal point of the campaign – the ones who get out there and make the most of life. The campaign features ‘in the moment shots’, full of character and personality showing real Queenslanders, doing what they love, in the locations that they love to call home.