The Will Power campaign runs across more than 550 charity and adviser partners in Canada, encouraging people to leave charitable gifts in their wills. To open conversations about legacy giving, Primatix and creative agency Daughter Creative built a bilingual AI Legacy Portrait experience for English and French Canadian audiences.
Client: Canadian Association of Gift Planners – Will Power Campaign
Agency partner: Daughter Creative
Region: Canada (English and French Canadian markets)
Launch: September 2025
The challenge: a national legacy movement
The Will Power Campaign, led by the Canadian Association of Gift Planners, is a national movement encouraging Canadians to leave charitable gifts in their wills. Backed by its network of charity and adviser partners across the country, it needed a fresh way to start those conversations: an interactive, bilingual experience for both English and French Canadian audiences that also met strict standards around data collection and user privacy.
The solution: personalised legacy portraits
Working with Daughter Creative, Primatix designed a personalised Legacy Portrait experience, using AI not as a novelty but as a way to make legacy giving personal and shareable. Each participant received a portrait styled with Will Power campaign branding that reflected their own identity.
The platform ran fully in English and French Canadian, and a Typeform data-capture flow was embedded to meet Canadian requirements for personal data collection and compliance. It was built to handle traffic across multiple provinces at once and to support ongoing online engagement.
Results
Participants created a personalised AI legacy portrait in seconds and shared it online, spreading awareness of the campaign. For Will Power, the piece reinforced its core message: anyone can leave a legacy.
Why it worked
The portraits gave each participant something specific to them, which made an abstract idea concrete. The data-capture and privacy requirements were handled inside the flow rather than bolted on, so compliance didn't slow the experience down. And by tying each portrait to the idea of legacy, the campaign connected personal identity with charitable impact.
https://www.willpower.ca/legacy/
