An octopus and a chicken star in Equip Super’s ‘Super equipped’ campaign via cummins&partners

In a market saturated with sunsets, beach walks and performance statistics, Equip Super has opted for a pair of charming and relatable brand assets designed to be memorable and deliver real cut through for its latest campaign ‘Super Equipped’, developed in partnership with cummins&partners.

The new brand platform introduces two characters, octopus and chicken, in a deliberate move away from the predictable visual codes and rational messaging that have long dominated the superannuation sector.

The campaign is built on a simple but powerful behavioural insight; When it comes to super, Australians tend to fall into two camps.

Chicken represents those of us who do not actively engage with our super. Those who make quick decisions, rarely review their super and are largely unaware of the mechanics behind their fund (or even which fund they’re with).

Octopus represents the super savvy. Curious, considered and proactive, they explore their options and want to do all they can to maximise their retirement outcomes.

Whichever camp you sit in, Equip Super’s message is clear. No matter your life stage or level of super- knowledge, Equip Super actively partners with you to ensure you are super equipped for your future.

Says Carrie Norman, Chief Experience Officer at Equip Super: “With this campaign we’re making a deliberate play for distinctiveness in a low engagement, largely undifferentiated and highly complex category. Super equipped is designed to shift the conversation from transactional fund choice to long-term partnership. And to do this while hopefully putting a smile on people’s faces.”

Equip Super began its relationship with cummins&partners in April of 2024, a partnership which keeps going from strength to strength.

Says Norman: “From last year’s Super 60s campaign launch to this new brand campaign. The Cummins team has consistently demonstrated our shared values in becoming the proactive partners that we hope to be for all Australians. We’re very happy with how the characters have come to life, and with the overall handling of the campaign and media rollout.”

Says Ben McCallum, CEO, cummins&partners: “We are proud to partner with Equip Super and delighted to see Super equipped land in market. Distinctive, entertaining creative earns attention, and smart media makes it count. Bringing creative and media together to tell the whole story is what we do.”

Says Heath Collins, Creative Director, cummins&partners: “It’s not always the case that a great creative opportunity also comes with one of the most genuinely wonderful and supportive marketing teams going around, but in this case, I can truly say we’ve been blessed. Right from the beginning of this journey the Equip Super team have been champions of the work. They’ve trusted our process, have added tremendous creative value in their own right and have just been a joy to collaborate with. They deserve every success.”

The campaign rolls out nationally across TV, BVOD, out of home, audio and social, a Supercars partnership amplifying reach through live sport and high engagement environments.

“Super equipped” establishes a long-term brand platform with the potential to evolve across member communications, product storytelling and experiential activations, positioning Equip Super as a modern, accessible and actively engaged partner in Australians’ financial futures.

Agency: cummins&partners
ECD: Heath Collins
CD/Copywriter: Liam Jenkins
Design Director: Rowan Hammerton
Designer: Sophie De Josselin
Executive Producer: Steven Tortosa
Group Account Director: Meg De Laurier

Production Company: Pixel
Direction: Lumberfly (Hen Beeman and Josh Thomas)
Executive Producer: Haley Polacik
Producer: Garett Mayow
Sound: Echo Darling
Houdini: Alexander Murphy
Rigging TD: Robbie Reid
Animator: Ben Hubbard
Modeller: Emily Pritchard
Modeller: Jordan Carter
Character Design: Sarah Brennan
Storyboard Artists: Dylan Shearsby and Amanda Brooks

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