Two years ago funeral insurance company Dela and Ogilvy won a Media Grand Prix in Cannes for its touching ‘Why wait until it’s too late campaign‘. Now they’ve launched a new campaign, based on the insight that “what you pass on is what you leave behind”.

This insight was translated into the idea to ask 22 moms and dads to document the birth of their baby, thus creating footage to pass onto their children. Johan Kramer created 5 mini-documentaries around the new parents and babies – also cut into TV commercials. This post features one of them, around Rio, the son of a Peruvian dad, who came to Amsterdam after he met a Dutch backpacker Nienja in Peru.

The concept of telling your loved ones that you love them – before it’s too late – will also be translated into a TV program, produced by Talpa (owned by John de Mol).

The film around Rio was directed by Johan Kramer, produced by 100% Halal and shot by Ton Peters.