Colonial First State launches first work from It’s Friday

Colonial First State (CFS) has launched its first new brand platform and campaign from creative agency It’s Friday, after its appointment to the brand’s creative account in March this year.

‘Unleash your second half’, CFS’s first through the line campaign since 2017, is one of the first major campaigns from It’s Friday since its launch in January this year, and was also worked on by media agency Essence.


The new platform subverts the stereotypes of retirement, encouraging Australians to rethink what retirement means to them, turning it from a perceived ‘ending’ to an opportunity to unleash their ‘second half’. Here, CFS acknowledges that the traditional expectations of a happy retirement no longer meet the desires of many Australian pre-retirees, who ae increasingly seeking to enter this new phase of life on their own terms, injecting it with new purpose and a desire for ongoing fulfilment and meaning.

With this insight, the new campaign positions retirement as the beginning of people’s second half, asking Australian pre-retirees an important and unexpected question: ‘What do you want to do when you grow up?’.

The featured 30-second spot asks four pre-retirees what they want to be when they grow up. Pilot Antonia wants to ‘make people laugh’ as a stand up comedian, a doctor wants to start a business with his daughter, another retiree wants to be ‘a doctor of funk’ and play music, and finally, chef Leah wants to be a fashion influencer. The film’s narrator explains that this is possible because ‘Leah spoke to her financial advisor about retirement solutions from CFS’, finishing on the line that CFS has helped over three million Australians ‘unleash their second half’.

Launched today, the through the line campaign leverages a mix of above the line and performance based media, including TV, outdoor, digital, social media, and activations.

Todd Stevenson, chief customer officer at CFS, said: “The new campaign created by It’s Friday recognises that, for many Australians, retirement isn’t what it used to be. When planned for, it can be an exciting new time of personal growth, achievement, and purpose. A time when people often have more freedom to pursue things that are meaningful to them, but not necessarily what they did in their first half. CFS wants to celebrate that and help Australians make it as great as it should be and recognise the important role that a financial adviser can play.”

Vince Lagana, chief creative officer of It’s Friday, added: “It’s exciting to take a category that often feels passive and cliché and inject new energy into it by flipping the traditional message.

“Some retirees may want to sail off into the sunset and take long walks on a beach, and all too often that’s how older people are depicted in advertising, but retirement doesn’t have to be that. It can be a chance to rediscover your youthful exuberance and try new things. Acknowledging this will be a breath of fresh air for many pre-retirees, while repositioning CFS as the brand dedicated to making it happen.”


Client: CFS
Creative Agency: It’s Friday
Media Agency: Essence
Production Company: Good Oil
Director: Curtis Hill
Post Production: The Editors
Music Production & Composition: Electric Sheep Music


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