Rest Super supercharges brand platform with new iteration via Reunion
Following the successful launch of its ‘Super. Simple.’ brand platform earlier this year, Rest Super has revealed the next phase of the campaign, via its creative agency partner Reunion.
Rest launched the platform in March with a commitment to simplify the superannuation experience for Aussies, and take out the complexities often involved for members.
The latest iteration features a new element – the Rest Representative – in the form of a uniform-wearing character who personifies and embodies the Rest brand. Played by multiple actors, the Rest Rep joins mid-ad to ask “Is now a good time to talk about super?” before explaining the aforementioned complexities of superannuation in a clear, digestible manner.
“The second phase of the ‘Super. Simple.’ campaign continues to support Rest’s work to remove complexity from super – by doing this we can strengthen members’ connection with their super, helping them to understand it, build confidence and take action,” said Deborah Potts, chief member office at Rest.
Reunion was appointed to the brand’s creative and experience accounts in December last year, following a competitive tender process, and co-CEO of the agency, Justin Hind, said the team is thrilled to see the brand platform evolve into this next phase.
“With Rest, we’ve taken it up a notch, adding new layers that make super approachable in fresh, relatable ways,” he explained. “It’s all about making super feel simple for millions of hard-working Australians, and this phase takes us one step closer.”
Ollie Beeston, creative partner at Reunion, added: “We’ve doubled down on the humour and relatability that was so successful in round one while introducing the Rest Rep, a character whose superpower is breaking down tricky super concepts into easy to understand language.
“In fact, they’re so good at it that we figured what better way to show up than by interrupting our own ads?”
The new phase of the campaign also features Rest’s recently updated visual identity, revealed last month by KPMG Creates.
The update includes a refreshed logo and colour palette, said to bring a fresh, modern look to the brand.
The refreshed branding is more than a facelift, according to Potts – it’s a statement of purpose. The standout feature of the logo, a heart symbol, reflects the brand’s commitment to putting members at the heart of everything they do.
KPMG Australia partner, Sudeep Gohil, said last month: “We’ve built something that feels effortless, whether they’re engaging with Rest through marketing or the latest digital tools. It’s about delivering confidence and simplicity in every interaction.”
The new ‘Super. Simple.’ campaign features over 150 individual creative elements with the new identity, across TV, BVOD, cinema, OOH, digital, audio, and social media channels.
Credits:
Client: Rest
Creative agency: REUNION
Production
Production House – MOFA
Director – Yianni Warnock
Executive Producer – Llew Griffiths & Claire Perkins
Producer – Megan Ayers
Director of Photography – Ross Giardina
Casting – Byrne Creative
Post House – The Editors
Editor – Mark Burnett
Sound Production – Smith & Western
Sound Designers – Smith & Western
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Campaign
creative
Deborah Potts
Justin Hind
Ollie Beeston
Rest
Rest Super
REUNION
Super Simple
superannuation
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