An echidna is the star of Rest’s latest campaign via BMF

Superannuation fund Rest has released a new social campaign on its a ‘Fair go for all Australians’ brand platform via BMF Australia.

The two spots for the campaign, ‘Mammals and money’ and ‘Saving the planet’, prominently feature an echidna.

In the 15-second spot ‘Mammals and money’ spot sees an echidna approach a wildlife photographer on the ground for an extreme closeup.

In the other 15-second spot, ‘Saving the planet’, an echidna approaches a statue of an echidna, with a voiceover stating: “Don’t let this be the only echidna on the planet”.

The campaign is based on research by Rest that there is a wider need for general education on what exactly ethical super is, and the need to break down the perception that responsible investing may also be a more costly option to consider.

Rest’s group executive, member engagement Tyrone O’Neil said: “Sustainability and responsible investing have become a part of the fabric of Rest and is something that a large proportion of members have told us is important to them. For others, there is an interest to further understand what sustainable investing is.

“Our aim in this campaign was to represent our members’ voice on the importance of sustainable investing to them and to connect with consumers who relate to this message. We also wanted to educate on the affordability and impact of our Sustainable Growth investment option.”

O’Neil continued: “We used the faces and voices of Rest members, and a national animal such as the echidna to represent the scalable impact that ethical investing could have on the planet”.

The campaign is running digitally across YouTube, Facebook, Instagram and Tiktok.

The ‘Fair go for Australia’ platform was launched earlier this year in May, in a campaign also by BMF.


Creative Agency: BMF

Chief Creative Officer: Alex Derwin

Creative Director: Lucy Kough

Art Director: Jack Robertson / Janet Tyler

Copywriter: Robert Boddington / Paula Keamy

Head of Art & Design: Lincoln Grice

Designer: Gabriel Mangulabnan

Chief Strategy Officer: Christina Aventi

Group Planning Director: Thomasine Burnap

Executive Director – Digital & Direct Strategy: Irina Hayward

Chief Executive Officer: Stephen McArdle

Group Account Director: Sophie Bogdan

Account Manager: Lauren Mayne

Head of TV: Jenny Lee-Archer

Agency Producer: Emma Friend, Wendy Gillies

Director: Richard Bullock

Production Company: Revolver

Executive Producer: Michael Ritchie / Pip Smart

Producer: Ian Iveson

DOP: Peter Eastgate

Post Production: The Editors

Editor: Phillip Horn

Sound Production: Rumble

Project Manager: Jayde Morgan

Digital Producer: Yolande Francis

Front-end Developer: King Tan

Creative Services Director: Clare Yardley

Media: Customedia –Richard Warwick, Steve Burt, Abigail Tan


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