UniSuper flips the retirement script in new ‘RetireMentors’ campaign via ATime&Place
UniSuper has launched RetireMentors, a new national campaign and content series highlighting the real stories of Australians redefining what life after work looks like created with independent creative agency ATime&Place.
The ongoing platform aims to provide ‘mentorship’ to people around retirement and how they can start to plan for life after work. At the heart of the campaign is a six-part content series featuring real UniSuper members talking about their wide range of retirement experiences – from carefully planned transitions to spontaneous new directions.
Among the featured members are a former school principal who now makes toys, a teacher who trains ducks and a PhD scientist playing bass in a rock band, reflecting the varied and vibrant ways Australians are approaching retirement today.
Now live across digital, social and owned channels, the campaign invites Australians to imagine their next chapter and how the right advice can help them shape it.
Says Leah Mackenzie, Head of Marketing at UniSuper: “We wanted to show that retirement isn’t a full stop and our members prove that every day. From flying planes to training ducks to playing in rock bands, their stories are full of purpose and energy.
“RetireMentors is about allowing people to imagine their own next chapter and feel confident stepping into it. ATime&Place have done a fabulous job bringing these stories to life as we continue to shift the stigmas around retirement.”
It is the second campaign ATime&Place has created for UniSuper since winning the account in late 2024. Where the first campaign, the award-winning Never Too Late Show, asked Australians to imagine their next act, RetireMentors shows what it looks like when people go out and live it.
Says Charles Baylis, Executive Creative Director at ATime&Place: “Working with UniSuper has taught us that it’s not just wealth you need to accumulate to feel ready for retirement, it’s knowledge. RetireMentors is one more way we’re helping bring that knowledge to people. And while we’d love to take all the credit, the real stars are the members who agreed to share their experiences, inspiring and educating Australians on what a good retirement looks like and how to get there. We hope these stories resonate with Australians everywhere and help them feel more prepared, and more excited, about what’s ahead. I know I am.”
Backed by UniSuper’s research report Retire with Purpose, the campaign reflects a broader shift in how people view retirement. UniSuper is using these insights to shape a more future-focused model of retirement planning: one that goes beyond dollars and cents and instead reflects the complexity of modern lives and aspirations.
RetireMentors is part of UniSuper’s ambition to normalise more nuanced, human-centred conversations about life after work and to help more Australians retire with clarity, confidence and purpose.
Watch the series here.
Client: UniSuper
Chief Marketing and Growth Officer: Dani Murrie
Head of Marketing: Leah Mackenzie
Manager, Marketing Strategy & Activation: Mark O’Brien
Manager, Creative & Creative Director: Dave Buttigieg
Agency: ATime&Place
Chief Creative Officer: Matt Lawson
Executive Creative Director: Charles Baylis
Copywriter: Andy Matthews
Executive Producer: Marlese Byfield
Producer: Hannah Cleary
Head of Realisation: Rob Weir
Managing Director: Adrian Mills
General Manager: Britt Rigoni
Head of Strategy: Sally Denniston
Account Manager: Evelyn Dalton
Production:
Kilogram Director/DOP: Nick Rieve
Kilogram DOP: Lachie Argy
Underwater DOP: Stefan Jose
Post Production:
Colourist: Dan Stonehouse – Crayon
Online Editor: Adrian Katz
Sound Studio: Squeak E Clean
Sound Producer: Ceri Davies
Sound Engineer: Dee Gjedsted