Rest promotes sustainable investing in newly launched campaign via BMF
Rest, one of Australia’s leading profit-to-member superannuation funds, has launched a new advertising campaign via creative agency BMF, promoting its new sustainable investment option, that features real members and echidnas alike.
The campaign builds on the ‘Fair go for all Australians’ advertising campaign launched earlier this year and features Rest members who are passionate about the value of sustainable investing. When developing the campaign, the Rest team drew on insights into the various key elements of the fund that are valued most by its members. These included being with a fund that offers low fees, a fair and equitable superannuation solutions for all members, and the option to invest sustainably. The research also showed that there is a wider need for general education on what exactly ethical super is, and the need to break down the perception that responsible investing may also be a more costly option to consider.
Says Tyrone O’Neill, group executive, member engagement at Rest: “Sustainability and responsible investing have become a part of the fabric of Rest and is something that a large proportion of members have told us is important to them. For others, there is an interest to further understand what sustainable investing is.
“Our aim in this campaign was to represent our members’ voice on the importance of sustainable investing to them and to connect with consumers who relate to this message. We also wanted to educate on the affordability and impact of our Sustainable Growth investment option.”
The campaign, featuring ads ‘Saving the Planet with Super’ and ‘Mammals and money’, tells a story of the power of investing ethically. More specifically, it focuses on the iconic Australian echidna, which like all mammals, faces pressures on its habitat from the impact of climate change. The campaign draws a parallel between the easy and affordable investing of their super, and how this can make a positive contribution to the planet.
Says O’Neill: “When developing a campaign that targets complex topics such as climate change, sustainability, and the impact of responsible investing, simple messages and visuals are key.
“We used the faces and voices of Rest members, and a national animal such as the echidna to represent the scalable impact that ethical investing could have on the planet.”
The campaign seeks to educate members in a simple, emotive, and effective way about what sustainable investing is, while also highlighting how Rest provides members with the opportunity to invest in an investment option that is not only ethical, but also more affordable than many alternatives.
Adds O’Neill: “At Rest, it’s our mission to help all of our members achieve their personal best retirement outcome, and for some members that looks like achieving their retirement goals while also having their super invested in a sustainable way. It’s about letting them know that this is an option that they have with us, and it’s one that won’t break the bank.”
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: Lucy Kough
Art Director: Jack Robertson / Janet Tyler
Copywriter: Robert Boddington / Paula Keamy
Head of Art & Design: Lincoln Grice
Designer: Gabriel Mangulabnan
Chief Strategy Officer: Christina Aventi
Group Planning Director: Thomasine Burnap
Executive Director – Digital & Direct Strategy: Irina Hayward
Chief Executive Officer: Stephen McArdle
Group Account Director: Sophie Bogdan
Account Manager: Lauren Mayne
Head of TV: Jenny Lee-Archer
Agency Producer: Emma Friend, Wendy Gillies
Director: Richard Bullock
Production Company: Revolver
Executive Producer: Michael Ritchie / Pip Smart
Producer: Ian Iveson
DOP: Peter Eastgate
Post Production: The Editors
Editor: Phillip Horn
Sound Production: Rumble
Project Manager: Jayde Morgan
Digital Producer: Yolande Francis
Front-end Developer: King Tan
Creative Services Director: Clare Yardley
At Rest, the project was headed up by Georgina Ashley (Senior manager, Brand), with the help of Chris Pocock (Head of Brand and Content), Andrew Ford (General Manager, Brand and Marketing), and Josie McElvogue (Marketing Graduate, Brand and Marketing)
4 Comments
the executions on tiktok were eye catching
A commercial based on a cheap pun. After that it’s all ‘blah blah blah blah’ with no relevance to the visuals. How incredibly lazy. Epic fail
Haha – Epic fail??
Do you know anything about advertising?
Don’t respond, please. I know the answer already.
Well actually, I DO know a lot about advertising…I was an awarded copywriter and occasional Creative Director for over 30 years.Some of my ads were adopted internationally, one became the brand’s flag-bearer for more than 20 years. I’ve written a book about it. These days I can’t be fagged working, so I just sit here taking pot-shots at the miserable attempts of others. It’s a lot more fun than having to actually mix with the riff-raff that comment on here like they know what they’re talking about when they obviously don’t.