Aware Super shows the collective force for good of members in brand campaign via The Works

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Aware Super, the new name for First State Super, has launched its first integrated brand campaign via The Works, showing the collective force for good of its members who breathe life into their communities.


In a departure from traditional superannuation advertising, the campaign, shows the vital role Aware Super members, including nurses, doctors, paramedics, firefighters, teachers and police officers, have in the communities they serve each and every day.

Australia’s second largest industry super fund, Aware Super has 1.1 million members and $130 billion in retirement funds under management. Its purpose is to be a force for good in superannuation, retirement and advice, to drive better outcomes for members and their families.

With an ongoing commitment to invest in improving communities and building a more sustainable economy that supports local and global employment, Aware Super investments include Sydney’s International Convention Centre and the 8,000-seat Aware Super Theatre, Sydney’s Light Rail, Bendigo and Sunshine Coast University Hospitals as well as a growing portfolio of essential worker affordable housing.

The campaign includes 90, 60 and 45-second films that will run across TV, in addition to radio, consumer and trade press, social media, digital and OOH.

The Works, part of RXP Group, are Aware Super’s lead agency for brand strategy and communications.

Says Damian Pincus, founder and creative partner, The Works: “Aware Super is focused on showing Australia their members’ superannuation is invested in doing well for them and doing good for all through its strong, sustainable investing. Our role was to bring this to life in a simple and unique way. Acknowledging that members breathe life into their communities was critical and how that inspires Aware Super to do the same.”

Says Emma Grainge, head of brand, Aware Super: “Having changed our brand to better reflect who we are and why we’re different, it was important that our campaign did the same. The initial phase was designed to ensure people were aware of the brand change. Having been successful with that, it’s now time to shift gear and build our new brand. The campaign pays tribute to the critical role our members play in our community and highlights our commitment to ensuring their superannuation does the same by delivering strong sustainable returns to our members while being a force for good in their community. The Works have captured this proposition brilliantly.”

The campaign launched on Sunday 15 November.

Client: Aware Super
Head of Brand: Emma Grainge
Senior Manager, Advertising and Campaigns: Dennis Poropat
Senior Manager, Social Media and Partnerships: Reece Moon

Agency: The Works
Creative Partner: Damian Pincus
Creative Director: Nathan Bilton
Art Director: Chris Dwyer
Copywriters: Claire Stapleton, Will Halstead
Strategist: Lucy Batchelor
Creative Project Manager: Kirsty Judges
Head of Project Management: Kristie Thistlethwaite
Head of Broadcast: Rachel Solomon, Honae MacNeill

Production Company: Scoundrel
Director: Michael Spiccia
Executive Producer: Kate Gooden, Scoundrel
Music: Elliot Wheeler, Turning Studios
Editor: Johanna Scott
Audio Post: Squeak E Clean
Grade & Online: Blockhead
Media Agency: Starcom