Australian Retirement Trust (ART) is urging Australians to Awaken Your Super in a new campaign developed with M&C Saatchi and its media agency, Bohemia Group.
In the midst of challenging economic conditions, many Australians have placed their superannuation on the back burner, struggling to envision their retirement amidst immediate financial pressures.
The campaign encourages Australians to recognise the “monstrous” potential of their superannuation. It aims to dispel the notion held by many Australians that their superannuation is less interesting or relevant than their other financial assets.
Using a visual metaphor of a monster, brought to life by The Glue Society, the campaign invites people to reassess their relationship with their super, empowering them to take control of their “monster” through ART.
ART’s executive general manager for marketing and digital, Simonne Burnett, said the young brand wants to rapidly build awareness and trust with Australians in order to grow.
“The creation of a campaign that gets people thinking differently about the relationship they have with their super, in a compelling and distinctive way, is fundamental to us achieving this ambition,” she said.
M&C Saatchi’s chief executive officer, Michael McEwan, said the work “assumes a leadership stance and invites Australians to awaken their super and see what it’s capable of with ART.”
“Superannuation is the largest financial asset for many Australians after the family home, yet the powerful role it can play in our lives is too often overlooked,” he said
Bohemia’s chief executive officer Paul Hutchison added: “Working as a fully integrated media and advertising team has given us the perfect opportunity to harness the combined power of creativity and media to hand select monstrous media placements that enhance the ‘awaken your super’ message.”
The campaign launch is complemented by a suite of OOH placements, social, and bespoke integrations.
Earlier this month, M&C Saatchi Group appointed Rob Doubal and Laurence Thomson as global joint chief creative officers, set to assume their newly-created roles later this year. The duo, known in the industry as Rob and Lolly, move from their previous roles as joint CCOs and co-presidents at McCann London.
M&C Saatchi group CEO for Australia and New Zealand, Justin Graham, said the appointment was “a powerful announcement.”
See also: M&C Saatchi’s Justin Graham welcomes global CCOs, Rob Doubal and Laurence Thomson
Credits:
Australian Retirement Trust
Simonne Burnett: Executive general manager, marketing and digital
Dave Woodall: Chief commercial officer
Rob Harris: Head of brand and growth marketing
Khim Perdomo: Senior manager, brand
Hanna Vallely: Marketing manager, brand
Bec Kirk: Brand specialist
Chris Pyra: Customer research specialist
Rachael Bradley: Marketing manager, content
Bohemia
Paul Hutchison: Chief executive officer
Max Broer: National strategy director
Caitlin West: Strategy director
Natasha Young: Business director
Kimberly Stafford: National client partner
Georgia Green: Media manager
Hana Purvis: Media executive
M&C Saatchi
Michael McEwan: Chief executive officer
Nick Jacobs: Chief strategy officer
Sharon Edmondston: Group creative director
Tristan Cornelius: Associate creative director
Jason Leigh: Senior copywriter
Am Lall: Group account director
Molly McAleavey: Senior account manager
Loren August: Head of production
Gemma Heyes: Head of integrated production
Revolver
The Glue Society: Director
Michael Ritchie: Managing director/co-owner
Pip Smart: Executive producer/partner
Jasmin Helliar: Executive producer
Max Horn: Producer
Geoffrey Simpson: DOP
Sam Lukins: Production Designer
Model Makers: MEG
Post production/editorial: The Glue Society Studios
Luke Crethar: Editor
Grade/online/VFX: Blockhead
Nigel Mortimer: VFX Supervisor
Scott Stirling: Colourist
Briohny Aldersea: Producer
Stills Production: The Pool Collective
Music and Sound: Mosaic Music & Sound