A commitment to simplifying the super experience.
Australian profit-to-member superannuation fund Rest is bringing to life its focus on making the superannuation experience simple for its two million members in its new brand campaign, launching today.
Rest worked with creative agency Reunion to develop the ‘Super. Simple’ brand campaign which reflects Rest’s mission to make the super experience simple and easy for its members.
Rest chief member officer Deborah Potts said the campaign is based on Rest’s belief that making things simple is essential to getting members involved in their super and can support them to have a better retirement.
“We represent around one-in-seven working Australians, including more than a million who are younger than 30 years old. Many of our members tell us they don’t understand super. We want to help change this by removing complexity at every stage of the super experience," she said.
“We’re focused on making our services and tools straightforward and user-friendly for members, right from the beginning of their working lives. By making it easier for our members to understand and take action on their super, we believe we can help them achieve better financial outcomes in retirement.”
The campaign brings Rest’s mission to life through a series of new ads and brand communications, said Potts.
“The Super.Simple campaign finds the humour in everyday complicated experiences to shine a light on Rest’s unique mission to make the super experience simpler for our members.”
Reunion creative partner Ollie Beeston said the campaign is an original perspective in the super industry.
“It’s been a true journey of collaboration with the team at Rest to carve out a positioning which is totally fresh for the industry, both in execution and experience,” he said.
“We believe demystifying super in relatable terms will have an outsized impact in helping Rest members take control of their futures.”
Reunion co-CEO and founder Justin Hind said 'Super.Simple' for Rest marks a significant moment for the brand and its members.
"Embodying Rest’s dedication to engaging members in their financial futures in a straightforward, impactful way,” said Hind.
The campaign will be featured across broadcast TV, BVOD, cinema, out-of-home, digital and social media, and Rest's owned platforms.
Credits:
Rest
- Andrew Ford, General Manager – Brand & Marketing
- Chris Pocock, Head of Brand & Content
- Georgina Ashley, Senior Brand Manager
- Sinem Kalenderoglu, Brand and Content Specialist
Creative Agency
- Creative agency: REUNION
- Co CEO & Co Founder: Justin Hind
- Co CEO & Co Founder: Steve Knowles
- Creative Partner: Ollie Beeston
- Senior Designer/Artworker: Gene Stapleton
- Client Partner: Claire Hawksford
- Senior Account Director: Tizz Wilson
Production
- Production House - MOFA
- Director - Yianni Warnock
- Executive Producer - Llew Griffiths
- Producer - Lib Kelly
- Director of Photography - Ross Giardina
- Post House - The Editors
- Editor - Mark Burnett
- Sound Production - Rumble
- Sound Designer - Daniel William
Media
- Media agency - Custom Media
- Group Account Director - Matt Jones
- Media Analyst - Reina Yuguchi
- Head of Digital - Richard Warwick
