Newly rebranded Active Super appoints Slik as strategic and creative agency

Newly rebranded Active Super, has appointed Slik as its strategic and creative lead agency following a competitive pitch.

Active Super rebranded from Local Government Super this week after 24 years, with a new look to go along with the new name.

Slik was part of the rebranding process, in collaboration with Principals, XXVI and Agnes Media, creating a ‘super agency’ comprised of the specialist agencies to work on the project. Slik specifically worked on the launch campaign itself with media agency Agnes Media.


New branding for Active Super

Active Super chief digital and marketing officer, Chantal Walker, ran several competitive pitch processes among specialist agencies in 2020, creating a ‘super agency’ to work on the project.

The result was Active Super’s inaugural brand positioning ‘The Greater Good,’ as well as a launch commercial to highlight the new name and new look. The new positioning,  talks to the responsible investment ethos that underpins the fund’s strategy to deliver returns to members.

Active Super’s chief digital and marketing officer, Chantal Walker, said: “Slik’s strategic thinking was spot on and their ideas brought our story to life. From the beginning, they showed a clear understanding of our business challenges and guided us through a digital transformation plan to achieve our ambitious brand goals. We couldn’t be more excited to have selected such a strong and collaborative partner who we know will deliver on our brand promise.”

Active Super said that it “empowers its members to take an active role in their super, so they can live their best lives knowing their retirement savings are growing strong whilst also doing good for the community, society and environment through responsible investments”.

As part of the new account, Slik will work with Active Super to “navigate a digital business transformation” over the coming years, as well as bringing their new brand to market with a clear brand strategy and integrated launch campaign.

SLIK creative director and partner, Alex Schieder, said: “Active Super is the fund for the greater good; it’s not just good for your pocket but for the world. It’s a perfect time to launch with this positioning, as people are thinking about their super now more than ever. They care about healthy retirement savings of course, but they also care about the impact their super has on society and the world. Our campaign celebrates both sides of the coin, to broaden brand appeal and drive future growth.”

The rebrand and the new campaign, is running across VOD, OOH, radio, print, social media and programmatic.

Slik’s most recent work was a campaign for Qantas Health Insurance, featuring miniature travellers waiting at a luggage carousel, using an EFTPOS terminal and climbing up a calendar.


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