Australian Retirement Trust invites Aussies to Awaken Their Super via monstrous new campaign from M&C Saatchi AUNZ and Bohemia, part of M&C Saatchi.
One of Australia’s largest super funds, Australian Retirement Trust (ART), is on a mission to help Australians realise the monstrous potential of their superannuation in their latest campaign created and amplified by our teams at M&C Saatchi and Bohemia.
With the nation facing some of the toughest economic conditions in a generation, it’s no surprise that superannuation is on the back burner for Australians struggling to visualise their retirement in the face of immediate financial headwinds.
The ‘Awaken Your Super’ campaign centres on challenging the notion that for the majority of Aussies, superannuation isn’t seen to be as active, interesting or relevant as the rest of their money. It shows that super can be so powerful you could think of it as a ”monster" and awakening your super “monster” means taking control of possibly one of the biggest investments of your life – to realise your dreams for your future. Running with this powerful visual metaphor, the campaign invites people to reappraise the relationship they have with their super, encouraging them to take control of their Monster with ART.
Brought to life through the directorial lens of The Glue Society, the campaign is underpinned by a sophisticated media strategy designed to unleash the idea’s monstrous potential.
The ART ‘Awaken Your Super’ campaign launch is led by a hero film and complemented by a suite of impactful OOH placements, social, and bespoke integrations.
Visit the Australian Retirement Trust website to learn more about Australia’s trusted and award-winning retirement partner.
See more work by M&C Saatchi Group here.