Australian Retirement Trust invites Aussies to awaken their super in campaign via M&C Saatchi

One of Australia’s largest super funds Australian Retirement Trust (ART) is on a mission to help Australians realise the monstrous potential of their superannuation in its latest campaign created and amplified by M&C Saatchi and Bohemia.

With the nation facing some of the toughest economic conditions in a generation, it’s no surprise that superannuation is on the back burner for Australians struggling to visualise their retirement in the face of immediate financial headwinds.

This context shaped the challenge set to M&C by ART’s EGM, marketing and digital, Simonne Burnett, in creating the new campaign: “Despite our size, we are an incredibly young brand in the financial landscape, and we need to rapidly build awareness and trust with Australians if we’re going to drive growth beneficial to our members. The creation of a campaign that gets people thinking differently about the relationship they have with their super, in a compelling and distinctive way, is fundamental to us achieving this ambition. In a category that struggles for differentiation, we’re immensely proud of where the work has landed and its potential to help Australians achieve better retirement outcomes.”

The ‘Awaken Your Super’ campaign centres on challenging the notion that for the majority of Aussies, superannuation isn’t seen to be as active, interesting or relevant as the rest of their money. It shows that super can be so powerful you could think of it as a ”monster” and awakening your super “monster” means taking control of possibly one of the biggest investments of your life – to realise your dreams for your future. Running with this powerful visual metaphor, the campaign invites people to reappraise the relationship they have with their super, encouraging them to take control of their Monster with ART.

Says Michael McEwan, CEO, M&C Saatchi: “Superannuation is the largest financial asset for many Australians after the family home, yet the powerful role it can play in our lives is too often overlooked. This work assumes a leadership stance and invites Australians to awaken their super and see what it’s capable of with ART. We are incredibly proud of the work and it’s a testament to the tight integrated team that brought it to life.”

Brought to life through the directorial lens of The Glue Society, the campaign is underpinned by a sophisticated media strategy designed to unleash the idea’s monstrous potential.

On the approach, Bohemia CEO Paul Hutchison says: “Working as a fully integrated media and advertising team has given us the perfect opportunity to harness the combined power of creativity and media to hand select monstrous media placements that enhance the ‘awaken your super’ message.”

The ART ‘Awaken Your Super’ campaign launch is led by a hero film and complemented by a suite of impactful OOH placements, social, and bespoke integrations.

Visit the Australian Retirement Trust website to learn more about Australia’s trusted and award-winning retirement partner.

Australian Retirement Trust
Simonne Burnett – Executive General Manager, Marketing and Digital
Dave Woodall – Chief Commercial Officer
Rob Harris – Head of Brand & Growth Marketing
Khim Perdomo – Senior Manager, Brand
Hanna Vallely – Marketing Manager, Brand
Bec Kirk – Brand Specialist
Chris Pyra – Customer Research Specialist
Rachael Bradley – Marketing Manager, Content

Bohemia
Paul Hutchison – Chief Executive Officer
Max Broer – National Strategy Director
Caitlin West – Strategy Director
Natasha Young – Business Director
Kimberly Stafford – National Client Partner
Georgia Green – Media Manager
Hana Purvis – Media Executive

M&C Saatchi
Michael McEwan – Chief Executive Officer
Nick Jacobs – Chief Strategy Officer
Sharon Edmondston – Group Creative Director
Tristan Cornelius – Associate Creative Director
Jason Leigh – Senior Copywriter
Am Lall – Group Account Director
Molly McAleavey – Senior Account Manager
Loren August – Head of Production
Gemma Heyes – Head of Integrated Production

Production Company Revolver
The Glue Society – Director
Michael Ritchie – Managing Director/Co-Owner
Pip Smart – Executive Producer/Partner
Jasmin Helliar – Executive Producer
Max Horn – Producer
Geoffrey Simpson – DOP
Sam Lukins – Production Designer
Model Makers MEG
Post Production/Editorial The Glue Society Studios
Luke Crethar – Editor
Grade/Online/VFX Blockhead
Nigel Mortimer – VFX Supervisor
Scott Stirling – Colourist
Briohny Aldersea – Producer

Stills Production – The Pool Collective
Photographer – Sean Izzard
Producer – Zoe Izzard

Music & Sound – Mosaic Music & Sound

Casting – Toni Higginbotham