MLC has launched a major rebrand with the platform A Lifetime in the Making, signalling a sharp pivot from conventional superannuation messaging. The campaign, led by UK comedian and actor Matt Berry (Garth Marenghi’s Darkplace, The IT Crowd) and directed by Alex Roberts of Finch, deliberately veers from industry tropes with its opening line: “MLC doesn’t care about the future.”
Developed by newly formed independent creative agency Princess, the campaign repositions MLC as a partner for Australians navigating today’s financial decisions—not just tomorrow’s retirement plans. The platform spans television, cinema, digital, radio, out-of-home and social media, with rollout beginning 5 October 2025.
Rather than showcasing retirees sailing into the sunset, the campaign focuses on real financial choices made in the present. It reflects MLC’s end-to-end offering across superannuation, retirement, investment and financial advice—framed as a journey built day by day.
“This relaunch is about more than a campaign,” said Renee Howie, Chief Customer Experience Officer, MLC. “A Lifetime in the Making captures MLC’s long-term commitment to helping people unlock their potential, every step of the way.”
Founded earlier this year by Beth O’Brien, Cameron Bell, Sam Dickson, and Jonny Berger, Princess brings together creative leads from agencies including Droga5, CHEP, Accenture Song and Clemenger. The MLC brief was one of the agency’s first major engagements.
“A Lifetime in the Making gave us the foundation to be bold and break clichés,” said the Princess founders in a joint statement. “We set out to challenge the category and reframe what retirement can mean for Australians today.”
Matt Berry stands before a green screen
Media strategy and amplification was handled by Kaimera. “Princess has built a brilliant platform with huge potential,” the agency said. “Our job is to ensure it gets the attention it deserves through a high-impact media strategy.”
Alongside Berry’s distinctive voice and delivery, the campaign was produced in partnership with Finch, featuring post-production by Blockhead VFX and original music from Sonar Music.
MLC has served Australians for more than 130 years. This relaunch is part of a broader effort to modernise its image and engage a new generation of Australians thinking about wealth beyond retirement.