LUCRF Super demonstrates its ‘hands-on approach’ to superannuation in campaign from Initiative Studios

Superannuation fund LUCRF Super has launched a brand awareness campaign that speaks to “hard-working Australians”, via Initiative Studios.

The campaign demonstrates LUCRF Super’s ‘hands-on’ approach to superannuation management, by depicting the hands-on hobbies and jobs held by its members.

Prior to creating the campaign, Initiative Studio conducted a review into LUCRF Super’s customers and found its members were concerned about losing out economically despite their work, which has put a strain on their work/ life balance.

The review also found that a large number of people had shifted their focus onto present and pressing financial decisions instead of their superannuation.

Olivia Warren, head of Initiative Studio, said the campaign reflected the grittiness of the fund’s workers.

“Our review of LUCRF Super’s membership base highlighted the authenticities and ambitions of Australia’s workers. They rely on their families, friends and local communities and build their futures accordingly. Our strategy and creative work reflect this grittiness and positions LUCRF Super as a safe and high-quality investment for members’ future security,” Warren said.

LUCRF Super acting executive manager of brand and experience, Renata Tuccitto, said: “We have worked closely with the Initiative Studio team to develop strategy and execution that effectively reaches our target audience. We recognise the ‘salt of the earth’ contributions and ambitions of Aussie workers and fully support their aspirations for a secure and happy future for their families.”

The campaign will be executed across television, OOH and select digital channels.

LUCRF (Labour Union Co-operative Retirement Fund) is Australia’s first industry superfund.


Client: LUCRF Super
Executive Manager, Brand & Experience: Renata Tuccitto
Partnerships & Marketing Consultant: Chrissy Paterson
Marketing & Retention Manager: Aaron MacRae

Creative Agency: Initiative Studio
Head of Studio: Olivia Warren
Creative Director: Shanan Goldring
Copywriter: Laz Simons
National Production Manager: Martin Aspinall
Senior Account Director: Sam Pierson

Media Agency: Initiative
Strategy Director: Sam Enshaw
Partnerships Associate Director: Marco Norder

Production Company: Paper Dragon
Director: Sam Couzens
Executive Producer: Nicola Woolfrey
DOP: Tania Lambert
Art Director: Ruth Levi
Editor: Sam Couzens
Sound Design: Todd Falusi @ Sound Reservoir
Photographer: Mark Rogers


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