New Campaign from iPad Case Brand ZUGU from PDA.NYC

Millions of people share a common, unspoken fear: what happens to their private digital lives after they’re gone? ZUGU has boldly leaned into this modern anxiety with the launch of the In Case of Death Case, a first-of-its-kind product designed to protect not just your device but your digital secrets after death. 

The “In Case of Death Case” is a real, unprecedented case that features pulse-detection technology, activated by a high-tech wearable ring, that bricks your iPad moments after your heart stops. With a select number of limited-edition cases available, the case humorously tackles the taboo topic of death while showcasing ZUGU’s attention to every detail.

To support the product launch, today, ZUGU is announcing a new campaign “The ZUGU In Case of Death Case,” developed in partnership with PDA.NYC.

The hero film, “Viral Face Wax Challenge” features influencers Zane Hijazi and Heath Hussar as they cover Zane’s face entirely in green wax. Eventually, the wax hardens and as Heath starts to peel it off…his entire face comes off with it (using campy horror movie special effects). Writhing in pain, he’s clueless to how bad the situation is. He falls to the floor as Heath says, “OMG, Zane, I think you’re like… dying.” Zane’s last words are a request to delete his browser history.  He doesn’t want any followers to know about the scandalous secrets on his iPad. Good thing he has The In Case of Death Case. He flops over dead. The iPad bursts and emits a little cloud of smoke. 

A short video produced by ZUGU and released on their social channels is also part of the campaign. In it, ZUGU’s “Director of Influencer Marketing” (an actor), and ZUGU’s real CEO, Tim Angel, express mock condolences for Zane’s mock death. The film begins with Angel addressing the camera about the heartbreaking news of influencer and ZUGU brand ambassador Zane’s passing. Mourning the mock loss, he mentions how Zane’s revolutionary ZUGU In Case of Death Case made sure his iPad was fully erased. So, those mourning can be assured that none of Zane’s secrets, including any of his inappropriate texts or lascivious videos, will ever be seen.

The campaign highlights how ZUGU has thought of every detail to design a case for every situation.

“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.”

“We believe the best brand-building leverages culture to show genuine and surprising empathy for consumers,” says David Yankelewitz, Co-Founder & Executive Creative Director of PDA. “So, 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.”