Prudential created Every Body Club to help people take the first step towards better health. But we knew that for many, the hardest part is not the journey itself. It is letting go of everything that has stopped them from starting.

So instead of launching with another message about getting healthier, we created The Funeral for Our Former Selves — an immersive walkthrough where guests could symbolically bury the guilt, failed attempts, self-doubt, and limiting beliefs they had been carrying for years.

By transforming release into ritual, the campaign made wellness feel less like a task and more like a personal turning point. What could have been a standard sign-up became a memorable act of transformation, with Prudential stepping in as a partner in progress from the very beginning.