La Trobe Financial launches new campaign ‘Grandpa’s Gift’ in first work via Bastion


La Trobe Financial has launched a new marketing campaign ‘Grandpa’s Gift’, which is the first work developed by creative agency Bastion.


La Trobe Financial is one of Australia’s oldest and leading financial brands specialising in asset management and real estate lending solutions. Grandpa’s Gift is the first new campaign in years for the long-standing institution, representing a shift in approach from product centric to human centric, aligning with their ethos of helping Australians with the financial independence to access their dreams.

The integrated campaign will see a range of assets run across television, print, display, social and out of home.

Says Chris Andrews, CEO, La Trobe Financial: “For over 70 years our clients have relied on us to look after them, so they can look after those they love.

“With this as our foundation, we have created a campaign that we think truly captures the hearts of our investors. It depicts, in a beautiful way, our investor base and puts the focus on those who are seeking a prosperous future and a dignified retirement.

“The campaign celebrates a life of well-managed investment choices that affords freedom in later years. It shows a connection between generations and taps into our universal desire to care for our families through everyday acts of kindness. We are one of Australia’s leading retirement income providers and this campaign captures the people we serve in a very heart-felt, human way.”

La Trobe Financial appointed Bastion as its creative agency in late 2023, after a competitive pitch process.

Says Simon Langley, chief creative officer, Bastion Creative: “In a world of golf, convertibles and walks along beaches at magic hour, this takes a different approach in tone and message – capturing the importance of having the funds not just for your retirement, but to be able to provide for or treat those you love.”

Client: La Trobe Financial
Chief People and Marketing Officer – Annie Sestito
Head of Marketing – Meagan Nies
Head of Brand – Mally Marghoub
Senior Marketing Manager – Nicola Duncan

Creative Agency: Bastion Agency
Group Chief Creative Officer – Simon Langley
Creative Director – Lawrence Cronin
Creative Director – Scott Hopkin
National Chief Strategy Officer – Angela Morris
General Manager – Susan Bird
Account Director – Maddie Bakker
Senior Producer – Carolyn Starkey

Production Company: Collider
Director – Robby Stanton Cook
Producer – Annie Schutt
Photographer – Christopher Mohen
Sound – Rumble
Editor – Matt Osbourne
VFX – Soren Dyne
Fresh Lime media director – Troy Tonkin