UniSuper has launched RetireMentors, a new national campaign and content series created with independent agency ATime&Place.
The platform aims to spark conversation about retirement by sharing real stories of UniSuper members and how they’re approaching life after work.
A six-part content series profiles members including a former school principal who makes toys, a teacher who trains ducks and a PhD scientist who plays bass in a rock band.
The campaign is live across digital, social and owned channels and follows The Never Too Late Show, ATime&Place’s first campaign for UniSuper in 2024.
Leah Mackenzie, Head of Marketing at UniSuper, said: “We wanted to show that retirement isn’t a full stop and our members prove that every day. From flying planes to training ducks to playing in rock bands, their stories are full of purpose and energy.
“RetireMentors is about allowing people to imagine their own next chapter and feel confident stepping into it. ATime&Place have done a fabulous job bringing these stories to life as we continue to shift the stigmas around retirement.”
It is the second campaign ATime&Place has created for UniSuper since winning the account in late 2024.
Where the first campaign, the award-winning Never Too Late Show, asked Australians to imagine their next act, RetireMentors shows what it looks like when people go out and live it.
Charles Baylis, Executive Creative Director at ATime&Place, added: “Working with UniSuper has taught us that it’s not just wealth you need to accumulate to feel ready for retirement, it’s knowledge.
He said: “RetireMentors is one more way we’re helping bring that knowledge to people. And while we’d love to take all the credit, the real stars are the members who agreed to share their experiences, inspiring and educating Australians on what a good retirement looks like and how to get there.
“We hope these stories resonate with Australians everywhere and help them feel more prepared, and more excited, about what’s ahead. I know I am.”
Backed by UniSuper’s Retire with Purpose research, the campaign reflects shifting attitudes toward retirement, focusing less on finances alone and more on identity, aspirations and quality of life.
Credits
Client: UniSuper
Chief Marketing and Growth Officer: Dani Murrie
Head of Marketing: Leah Mackenzie
Manager, Marketing Strategy & Activation: Mark O’Brien
Manager, Creative & Creative Director: Dave Buttigieg
Agency: ATime&Place
Chief Creative Officer: Matt Lawson
Executive Creative Director: Charles Baylis
Copywriter: Andy Matthews
Executive Producer: Marlese Byfield
Producer: Hannah Cleary
Head of Realisation: Rob Weir
Managing Director: Adrian Mills
General Manager: Britt Rigoni
Head of Strategy: Sally Denniston
Account Manager: Evelyn Dalton
Production:
Kilogram Director/DOP: Nick Rieve
Kilogram DOP: Lachie Argy
Underwater DOP: Stefan Jose
Post Production:
Colourist: Dan Stonehouse – Crayon
Online Editor: Adrian Katz
Sound Studio: Squeak E Clean
Sound Producer: Ceri Davies
Sound Engineer: Dee Gjedsted