Common Ventures pushes for financial literacy in new Spirit Super campaign

Common Ventures has launched a new campaign for superannuation fund Spirit Super aimed to promote financial literacy.

Called “Don’t be super stupid”, the campaign aims to target procrastinators, or those “who would do pretty much anything” except sort out their super to make simple changes to maximise the fund.

“Whether you’re the Australian Warren Buffet or reading the Barefoot Investor for the first time, most know that getting your financial house in order starts with superannuation,” Common Ventures account lead Alex Don said. “We want to help those that don’t, by showing that they can improve their financial future before the kettle boils.”

Common Ventures also tapped comedian Alex Ward in an effort to “breathe life into the ‘done to death’ topic” of financial literacy.

Spirit Super general manager of marketing, brand and communications David Roberts said: “Our audience are hungry to improve their financial situation but are yet to take any meaningful steps. They’re financially engaged and curious, but when it comes to consolidating super accounts or making extra contributions, they simply put it off.”

The campaign will run across BVOD, social, digital video, display and podcasts. Common Ventures creative director and founder James Crawley directed the spots.

Common Ventures senior creative Daniel Nutman added: “Financial literacy campaigns are always a challenge. They’re an info overload and people don’t pay attention long enough for all the details. We simply wanted to trigger a thought through creative that’s uncommon for the category.”

Common Ventures senior art director Lehi Curtis said: “As we all know superannuation is no joke, but that doesn’t mean it can’t also be a bit LOL. ‘Don’t be Super Stupid’ works because it makes light of how most of us treat our super – with an unhealthy dose of procrastination.”



Spirit Super

General Manager Marketing Brand and Communications: David Roberts

Marketing & Acquisition Manager: Allison Jongbloed

Marketing & Acquisition Manager: Kate Wales

Senior Marketing Consultant: Jorie Soderberg


Creative agency and production house: Common Ventures

Executive Creative Director: Brian Merrifield

Creative Director: James Crawley

Account Lead: Alex Don

Senior Creative: Daniel Nutman

Senior Art Director: Lehi Curtis


Director: James Crawley

Producer: Tim Russell

DOP: George Tyler

Photographer: Jeremy Shaw

Production Designer: Keira Blue

Editor: Ben Jones

Colourist: Yanni Kronenberg

Sound: Rumble Studios

Production Assistant: Rachel Ridhalgh


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