Super fund Cbus launches campaign celebrating members’ diversity

Cbus Super, the industry superannuation fund for the construction and building industries, has launched a campaign that promotes the diversity of its membership.

Running across TV, digital, social and out of home, the Shannon Company-created campaign is the first from the fund in six years.

Michael Daddo, managing partner at The Shannon Company said: “For six years the ‘For All of US’ campaign has built on the pride that Cbus members have in their work and what it contributes to the way all Australians live. This new evolution steps that up across the whole industry, from those in offices to those on the tools, from those who build our homes to those who create our work spaces.

“In the process, we place Cbus as central to jobs in the industry and a better way of life our members work so hard for. We love building enduring campaigns and brands that help people lead better lives – this campaign and Cbus does that, in spades.”

Robbie Campo, group executive brand, advocacy, marketing and product said the new campaign reinforces Cbus’ position as the leading fund for the construction, building and allied industries.

“The new campaign Cbus is for all of us reflects the increased diversity and size of our membership and showcases the pride our members have in their work, their contribution to building our nation and their super fund that they know has their interests at heart,” Campo said.

“Our brand is growing beyond its traditional base and attracting new cohorts of members amongst white collar workers and non-traditional professions associated with building and construction.

“It does so because of its great track record and because people are drawn to its strength and our willingness to invest back into the industry creating economic activity and jobs.”

Campo said the new campaign is being launched off the back of the highly successful former campaign that steered the growth of the Fund and has driven high levels of unprompted awareness and trust in the brand.

“Cbus enjoys the highest overall member satisfaction ratings across the superannuation  sector, strong brand recognition and our members and employers are confident in promoting our services to others.

“In an increasingly competitive market, it is essential that we have a compelling presence and our brand promise is essential to this.”


  • Client: Cbus Super
  • Creative Agency/Production Company: The Shannon Company
  • Managing Partner: Michael Daddo
  • Managing Partner/Creative Director: Emma Hill
  • Creative team: Kerry Hodge, Fysh Rutherford
  • Account Director: Natella Riftin
  • Director: James Shannon
  • Producer: Beaver


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