MLC swerves superannuation clichés in bold new platform ‘A Lifetime in the Making’ via Princess

Independent creative company Princess has partnered with MLC to launch a bold new brand platform ‘A Lifetime in the Making’. Fronted by Matt Berry – cult comedian, voice of the internet, patron saint of gravitas – and directed by Alex Roberts from FINCH, the disruptive campaign swerves away from the predictable tone of superannuation, opening with the bold statement: “MLC doesn’t care about the future.”

Because the truth is, our futures aren’t handed to us 20 years from now. They’re built right now, in the today. And MLC is done showing stock shots of retirees on sailboats. Instead, it’s promising to work with Australians on their money today, so they can enjoy a future on their own terms.

The new brand platform reflects MLC’s unique position in the market: expertise across super, retirement, investments and advice working in sync to support Australians at every stage of their journey. Serving as more than a campaign line, A Lifetime in the Making is a statement of belief that financial potential isn’t realised overnight – it’s built day by day, decision by decision.

Says Renee Howie, Chief Customer Officer at MLC: “This relaunch is about more than a campaign. It’s about reframing how Australians think about super and retirement. Our brand platform A Lifetime in the Making captures MLC’s long-term commitment to helping people unlock their potential, every step of the way.”

For Princess – the independent agency founded in 2025 by Beth O’Brien, Cameron Bell, Sam Dickson and Jonny Berger – the work marks a defining early engagement: “MLC asked us to help relaunch their iconic brand with a platform for the future. A Lifetime in the Making gave us the foundation to be bold, to break clichés, and to create a disruptive campaign that challenges category conventions and reframes the meaning of retirement,” the Princess founders said.

Media agency partners Kaimera delivered the amplification strategy: “We are incredibly excited to be part of launching a new era for MLC. Princess has built a brilliant platform with huge potential; our job is to ensure it gets the attention it deserves through a well-crafted, high-impact media strategy.”

Adds Princess: “Having Matt Berry employ his wry wit and pitch perfect delivery to land the campaign’s message has been incredible. It’s all been created in true partnership with the great team at MLC, and we’re looking forward to building on the platform together well into the future.”

The campaign is rolling out across TV, cinema, online video, radio, OOH, digital and social.

MLC
Renee Howie – Chief Customer Experience Officer
Wylie Fowler – General Manager, Brand
Dennis Poropat – Senior Manager Brand Advertising & Media
Brittany Kettlewell – Head of Creative, Social & Content
Josie Taylor – Senior Marketing Manager Acquisition & Member Welcome
Justyna Zawadzka – Senior Media Activation Manager

Strategy and Creative: Princess – A Creative Company
Producer: Renata Barbosa
Comms Strategist: Jarryd Patel
Business Lead: Cece Chieng

Media Strategy and Buying: Kaimera

Production Company: Finch Company
Director: Alex Roberts
Managing Director / Executive Producer: Corey Esse
Producer: Nikki Walker
DP: Andy Commis
Production Designer: Neville Stevenson
Costume Design: Paula Ryan
Casting: Citizen Jane Casting
Editor: Ryan Beck / The Editors
Executive Producers: Nicoletta Rousianos and Rita Gagliardi / The Editors
Grade: Ben Eagleton
Post-Production: Blockhead VFX
Original Composition and Sound Post-Production: Sonar Music