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.
https://www.youtube.com/watch?v=y1V_IPq7U5A
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”.
https://www.youtube.com/watch?v=tJyD0WDxrx4
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.
Credits:
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
