Aware Super launches first campaign since rebrand via The Works

Aware Super has launched its first integrated brand campaign since rebranding from First State Super.

The campaign, created by The Works, focuses on the vital role Aware Super members, including nurses, doctors, paramedics, firefighters, teachers and police officers, have in the communities they serve each and every day.

Aware Super’s new brand campaign

Aware Super is Australia’s second-largest industry super fund, with 1.1 million, and ongoing investments including Sydney’s International Convention Centre and the 8,000-seat Aware Super Theatre, Sydney’s Light Rail, Bendigo and Sunshine Coast University Hospitals as well as a growing portfolio of affordable housing.

As such, the campaign aims to show Aware Super’s primary purpose as a force for good in superannuation, retirement and advice, to drive better outcomes for members and their families.

The campaign includes 90, 60 and 45-second films that will run across TV, in addition to radio, consumer and trade press, social media, digital and OOH.

The Works, part of RXP Group, are Aware Super’s lead agency for brand strategy and communications.

Founder and creative partner Damian Pincus said the agency’s role was to bring to life the fact that its members’ super is performing well and being invested sustainably.

“Our role was to bring this to life in a simple and unique way. Acknowledging that members breathe life into their communities was critical and how that inspires Aware Super to do the same,” he said.

Aware Super head of brand Emma Grainge said the brand change was to better reflect why Aware Super is different from other funds.

“The initial phase was designed to ensure people were aware of the brand change. Having been successful with that, it’s now time to shift gear and build our new brand.

“The campaign pays tribute to the critical role our members play in our community and highlights our commitment to ensuring their superannuation does the same by delivering strong sustainable returns to our members while being a force for good in their community.

“The Works have captured this proposition brilliantly.”


Client: Aware Super
Head of Brand: Emma Grainge
Senior Manager, Advertising and Campaigns: Dennis Poropat
Senior Manager, Social Media and Partnerships: Reece Moon

Agency: The Works
Creative Partner: Damian Pincus
Creative Director: Nathan Bilton
Art Director: Chris Dwyer
Copywriters: Claire Stapleton, Will Halstead
Strategist: Lucy Batchelor
Creative Project Manager: Kirsty Judges
Head of Project Management: Kristie Thistlethwaite
Head of Broadcast: Rachel Solomon, Honae MacNeill

Production Company: Scoundrel
Director: Michael Spicca
Executive Producer: Kate Gooden, Scoundrel
Music: Elliot Wheeler, Turning Studios
Edit: Arc
Audio Post: Squeak E Clean
Grade & Online: Blockhead
Media Agency: Starcom


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