Arnold Furnace aim to re-position Rest Industry Super in new brand campaign as ‘fund for life’
Arnold Furnace has unveiled a new brand campaign for Rest Industry Super which aims to position the brand as the “fund for life”.
The campaign, which runs across TV, out-of-home and digital, features a young couple making typical teenage “questionable” decisions before following them through the 70’s and 80’s to present day where the couple’s “questionable” decisions are revealed to have been some of the best they’ve ever made as they are seen to begin enjoying their retirement.
Arnold Furnace ECD Tom Spicer said in a statement: “The campaign draws a parallel between the couple’s decision to choose Rest when they were young with the other good decisions they made early in their lives. Chloe and Archie’s campaign is a fresh approach that repositions Rest as a fund for life by showing that some of the decisions we make in our youth actually can turn out to be our best.”
Rest Industry Super general manager brand, marketing and communications Mary Atley said in a statement: “This is an exciting initiative for Rest. We are proud to deliver competitive long-term results to our members and the real benefit of this campaign is its ability to emotionally communicate the true value of Rest membership over time.”
Credits:
Arnold Furnace Team:
- ECD – Tom Spicer
- Strategist: Tony Singleton
- Creative team – Archie Murugaser, Chloe Banicevic, Cameron Brown
- Design – Darren Cole
- Senior Account Director – Ian Hartley
- TV Producer: Melissa Petryszyn/Monique Pardavi
- Print Producer – Greg Hyslop/Warrick Nicholson
Agency Partners:
- Production Company – Finch
- Director – Nic Finlayson
- Media Strategy – Toby Roderick, Custom Media
Client Team:
- Mary Atley – General Manager Brand, Marketing and Communications, Rest Industry Super
- Dimity Atkins – Marketing Manager, Rest Industry Super
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Isn’t the strategy here identical to the other hundred super funds??? Wallpaper
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