Household Capital aims to make its brand ‘synonymous’ with home equity in first campaign

Retirees embrace their homes to pay thanks for how they have helped fund their retirement in the first campaign from Household Capital.

Created by The Royals, the campaign aims to ‘make Household Capital synonymous with access to home equity’.

The campaign is also intended to support the company’s plans to ‘deliver $1 trillion of home equity funding into the Australian retirement system’ following a series B capital raising round.

Household Capital CMO, Mario Garrido, said: “Australian retirees have worked hard and built wealth in their home, making the home the best place to live and the right way to fund retirement. Our role is to support Australians in accessing their wealth and give them confidence in retirement. We hope this campaign helps people realise that they have options and can be confident by celebrating the love Australians have always had for their homes.”

The campaign was shot by John Pace at production company, Hooves, prior to social distancing laws coming into effect.

Stu Turner, executive creative director at The Royals, commented: “It’s been an absolute pleasure working with the team at Household Capital. From the start, we set out together to make a campaign that educated the market, while having a bit of fun, and hopefully giving the audience a much-needed smile in these trying times. We believe we’ve done that, to the point where even the featured dog has a knowing grin.”

The campaign will launch over the weekend and run across TV, digital, social media and direct mail.


Client: Household Capital
Chief Marketing Officer: Mario Garrido
Marketing & Communications: Tracey Franks
Digital Marketer: Rey Yesilnacar

Agency: The Royals
Executive Creative Director: Stu Turner
Copywriter: Dan Debuf
Art Director: Luke Danzig
Head of Strategy: Andrew Reeves
Business Director: Emma Harrison
Senior Broadcast Project Manager: Brenton Matulick
Project Manager: Harriet Sabien
Experience Design Director: Mikael Perhirin
Senior Digital Designer: Kenneth Sum
Digital Designers: Maxime Lacoste, Izzi McGrath
Creative Developer: Eddie Brown-Greaves
Retouching: Kitty Turpin

Production Company: Hooves
Director: John Pace
Producer: Giordi Caputo
DOP: Max Walter


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