UniSuper invites all Australians to ‘Think Great’ in new brand campaign via Hive Creative
UniSuper, the $110 billion fund now open to all Australians, has launched its new brand campaign via Hive Creative, which invites more Australians to look forward and see a future worth retiring for that doesn’t cost the earth.
Previously an industry super fund open only to those working in the higher education and research sector, UniSuper opened its doors to all Australians in July 2021.
UniSuper head of marketing, Natalie Sneddon said the fund was excited to bring a market-leading offer to all Australians in this next chapter of their history: “UniSuper is a hidden gem. We’re proud to offer our award winning super to more Australians so they can create a future worth retiring for. It’ time to let more Australian’s know about us. Our new campaign inspires people to Look Forward and Think Great, and see a future that doesn’t cost the earth.”
The new brand campaign was a collaborative effort between creative agency Hive and UniSuper’s own internal creative team. It challenges Australians to “Look Forward, Think Great”. The campaign film opens in the historic University of Melbourne, recognising UniSuper’s heritage in the higher education sector. The remaining scenes within the campaign are filmed at some of UniSuper’s own investments including Transurban, two GPT Gro up buildings in Melbourne, the Hancock Forrest Plantation and the Numurkah solar farm. Connecting where UniSuper’s members super is having an impact.
Wayne Murphy, managing director of Hive explains the campaign “tells a story of the dedication and perseverance that leads to great accomplishments, along with the exhilaration and joy that follows.
“The creative juxtaposes spectacular ‘big picture’ perspectives across mountain tops and solar farms, with individual ‘small picture’ moments. It’s in these moments that we celebrate the journey as well as the destination – university, work, family, patience, and ultimately great achievement.”
The campaign wants to inspire Australia’s thinkers, creators, and investigators to change their world and create a brighter tomorrow worth retiring for. To be great in every moment, strive for better, dream bigger, look forward and dare to “think greater”. The fund understands that great means something different to everyone. From grand ambitions and innovations; to personal connections and nurturing the next generation.
Says Sneddon: “UniSuper is shifting the way Australians “Think Great” and challenges all ages to think about their retirement and feel positive about what the future could like. It is never too early or too late to bethe best version of yourself and set yourself up for retirement, and we have looked to focus on an optimistic view of the future, because it is major super funds like UniSuper – and its members – that can help shape our future.”
The “Look Forward, Think Great” integrated marketing campaign will kick off this week and will appear across BVOD, Radio, OOH, Press, digital and PR.
UniSuper: Natalie Sneddon, Alicia Rieniets, David Buttigieg
Agency: Hive Creative
Managing Director: Wayne Murphy
Creative Director: Michael Cain
Senior Account Manager: Emma Landolina
Creative Lead: Shannon Boland
Finished Artist: Alex Rodriguez
Production: Passel Media
Director/Editor: Stephen Packer
Producer: Tom Davies
Executive Producer: Adam Camporeale
Director of Photography: Matt Jenkins
Drone Pilot: Davor Breznik
Colourist: CJ Dobson
Wardrobe: Lauren Brice
Makeup Artists: Eve Flight / Tayla Alexander
Voiceover Artist: Anna McGahan
Composer: Brett Anthony Shaw
Stills Photographer: Garth Oriander
Agency: Porter Novelli Australia
Chief Executive Officer: Rhys Ryan
Media and Content Lead: Madeleine Hanley
Consultant: Arden Baker
Agency: Noisy Beast
Group Media Director, Partner: Ben Lynch
Digital Performance Manger: Richard Fuessel
Digital account manager: Laura Fairbairn
