AMP asks Australians to Rewrite their Retirement in first work from CHEP

CHEP has launched a new retirement campaign for financial services business AMP, inviting Australians to rethink their perspectives on retirement.

The ‘Rewrite your Retirement’ campaign asks Australians to describe their ideal retirement in ten words, with the aim of fuelling a national conversation about our changing retirement needs, AMP hopes to show that a better retirement is possible if people take the time to plan.


The work is the first fully integrated campaign CHEP has created for AMP since the agency was appointed as its strategic and creative agency of record in July. 

Renee Howie at AMP said: “We know that retirement should be something to get excited about, and we want to change the way people think about it. Through our new integrated campaign, we’re hopeful this will open a discussion in the Australian community that will see people start to think differently about how they plan for retirement.”

An example of the OOH execution

Cam Dowsett and Mark Tallis, creative directors at CHEP, said: “The way we live is so different, the way we think about retirement should be too. We wanted to find out how Australians really think about retirement in 2022 – so we asked them.”

Another example of the OOH execution


Client: AMP

Creative Agency: CHEP

Production Company: The Kitchen Creative Group
Photographer / Director: Stephen Dupont
Producer: Manuela Leigh
DOP: Tyson Perkins

Post Production/VFX: Never Sit Still
Studio Director: Mike Tosetto
Producer: Sharon Lim
Project Lead — John Grist and Ben Walker

Sound & Music Composition: Sonar Music
Senior Sound Designer – Andy Stewart
Producer – Louis Moore
Production Coordinator/Studio Assistant – Joel Dias


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