Australian Retirement Trust launches brand awareness campaign, via M&C Saatchi and Bohemia
Super fund Australian Retirement Trust (ART) hopes to help Aussies realise the ‘monstrous’ potential of their superannuation, via a new campaign from M&C Saatchi and Bohemia, that features a literal monster.
With an aim to build brand awareness and trust with Australians, ‘Awaken Your Super’ hopes to drive growth, beneficial to ART’s members.
It invites people to reappraise the relationship they have with their super, encouraging them to take control of their ‘monster’.
“Despite our size, we are an incredibly young brand in the financial landscape, and we need to rapidly build awareness and trust with Australians if we’re going to drive growth beneficial to our members. The creation of a campaign that gets people thinking differently about the relationship they have with their super, in a compelling and distinctive way, is fundamental to us achieving this ambition,” said ART’s executive general manager, marketing and digital, Simonne Burnett.
“In a category that struggles for differentiation, we’re immensely proud of where the work has landed and its potential to help Australians achieve better retirement outcomes.”
The campaign challenges the notion that for the majority of Aussies, superannuation isn’t seen to be as active, interesting or relevant as the rest of their money.
It shows that awakening your super ‘monster’ means taking control of the biggest investment of your life, which can help you realise your dreams for your future.
M&C Saatchi CEO, Michael McEwan, added: “Superannuation is the largest financial asset for many Australians after the family home, yet the powerful role it can play in our lives is too often overlooked.
“This work assumes a leadership stance and invites Australians to awaken their super and see what it’s capable of with ART. We are incredibly proud of the work and it’s a testament to the tight integrated team that brought it to life.”
Bohemia CEO, Paul Hutchison, concluded: “Working as a fully integrated media and advertising team has given us the perfect opportunity to harness the combined power of creativity and media to hand select monstrous media placements that enhance the ‘Awaken Your Super’ message.”
The campaign is live across TV, OOH, social, and bespoke integrations.
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Credits:
Australian Retirement Trust
Simonne Burnett – Executive general manager, marketing and digital
Dave Woodall – Chief commercial officer
Rob Harris – Head of brand & growth marketing
Khim Perdomo – Senior manager, brand
Hanna Vallely – Marketing manager, brand
Bec Kirk – Brand specialist
Chris Pyra – Customer research specialist
Rachael Bradley – Marketing manager, content
Bohemia
Paul Hutchison – Chief executive officer
Max Broer – National strategy director
Caitlin West – Strategy director
Natasha Young – Business director
Kimberly Stafford – National client partner
Georgia Green – Media manager
Hana Purvis – Media executive
M&C Saatchi
Michael McEwan – Chief executive officer
Nick Jacobs – Chief strategy officer
Sharon Edmondston – Group creative director
Tristan Cornelius – Associate creative director
Jason Leigh – Senior copywriter
Am Lall – Group account director
Molly McAleavey – Senior account manager
Loren August – Head of production
Gemma Heyes – Head of integrated production
Production Company: Revolver
The Glue Society – Director
Michael Ritchie – Managing director/co-owner
Pip Smart – Executive producer/partner
Jasmin Helliar – Executive producer
Max Horn – Producer
Geoffrey Simpson – DOP
Sam Lukins – Production designer
Model Makers MEG
Post production/editorial: The Glue Society Studios
Luke Crethar – Editor
Grade/Online/VFX blockhead
Nigel Mortimer – VFX supervisor
Scott Stirling – Colourist
Briohny Aldersea – Producer
Stills production – The Pool Collective
Music & sound – Mosaic Music & Sound
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
art
Australian Retirement Super
Awaken Your Super
Bohemia
Campaign
M&C Saatchi
Michael McEwan
Paul Hutchison
Simonne Burnett
What are the actresses real names from this ad
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Bit of a return to form for M&C finally.
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