Rest launches new brand platform via BMF

Australian superannuation fund, Rest, has launched a new brand platform, “Feel the fairness”, via BMF.

The new platform brings a kooky new tone to the brand, and distinctively tongue-in-cheek approach for the superannuation category.

The new platform makes a nod to the brand’s last platform from BMF, “Fair go for all Australians”, which was last iterated in October 2021.

The campaign is spearheaded by a 45 second spot featuring a body percussion performance designed to capture how it feels to be a rest member, with the spot featuring real Rest members alongside artists.

Andrew Ford, general manager of brand marketing, at Rest said: “Rest exists to help our members achieve their best-possible retirement outcome regardless of age, gender, background, or balance and our ‘Feel the fairness’ campaign helps us bring this to life.”

Lucy Kough, creative director at BMF, added: “Superannuation can be a challenging category for people to engage with and feel for, but fairness is something Australians can get behind.

“Fairness is a concept that is best understood when it’s felt. This platform aims to make super something all Aussies can emotionally connect with. And a group of people making music with their hands, arms and thighs seemed like the right place to start.”

Rest’s commitment to “fair super” is reflected in its member-centred model and offering which includes lower fees, explained Ford.

“Our profits go back to our members, rather than shareholders, which enables us to offer lower fees and that’s something we’re proud to celebrate.”

Rest has around 1.9 million member, of which 60 per cent are women, half are younger than 30 years old, and many work in part-time and casual jobs. Ford notes that this diverse membership is reflected in the diverse talent that were involved on-screen in the campaign.

“The campaign is designed to capture the hearts and minds of working Australians and our members across the nation and is an important part of our work to see young people engaged in their financial futures,” he said.

Rest’s digital service offering is also a significant part of this work and includes a virtual assistant, online advice tools, and a highly rated app designed to support members active involvement with their super.

The integrated campaign will run across cinema, digital, outdoor and television.


Client – Rest:
Tyrone O’Neil, Group Executive – Member Engagement
Andrew Ford, General Manager – Brand & Marketing
Chris Pocock, Head of Brand & Content
Georgina Ashley, Senior Brand Manager

Creative Agency – BMF:
Chief Creative Officer: Alex Derwin
Creative Director: Lucy Kough
Senior Creatives: Janet Tyler and Alister McCann
Creatives: Mitchell Sutton and Josh Campbell
Head of Art & Design: Lincoln Grice
Designer: Fiona McCleod
Chief Strategy Officer: Christina Aventi
Planning Director: Jessica Sutanto
Chief Executive Officer: Stephen McArdle
Group Account Director: Sophie Bogdan
Senior Account Manager: Lauren Mayne
Account Manager: Annabel Newman
Head of TV: Jenny Lee-Archer
Agency Producer: Emma Friend
Art Buyer: Basir Salleh
Production Director: Karen Liddle
Integrated Producer: Simone Plaza
Finished Artist: Stacey Harrad-Chantler, Jayde Chan
Creative Services Director: Clare Yardley
Head of Content Production: Nico Engelbrecht
Content Producer: Holly Whiteley
Director: Joel Kefali

Production – Good Oil:
Executive Producer: Juliet Bishop & Sam Long
Producer: Tracey Lee Permall
Post Production – Arc:
Editor: Luke Haigh
Sound Production: Turning Studios & Rumble
Music: Elliot Wheeler @ Turning Studios
DOP: Stefan Duscio
Photographer: Sarah AdamsonCustom Media:
Matt Jones: Group Director
Abigail Tan: Strategic Planner
Richard Warwick: Head of Digital

Media planning – Custom Media:
Matt Jones: Group Director
Abigail Tan: Strategic Planner
Richard Warwick: Head of Digital


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