Household Capital launches first brand campaign via The Royals

23 April 2020

Creative Agency: The Royals

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Spearheading the campaign is a 30-second TVC.

Specialist retirement funding provider Household Capital will this weekend launch its first integrated brand campaign, created by independent agency The Royals.

The campaign aims to make Household Capital synonymous with access to home equity, enabling retirees to use the wealth built up in their home to improve their retirement funding and live the lifestyle they want – all prompting people to ask: “What are you doing with your Household Capital?”

After a successful Series B capital raising, Household Capital CMO Mario Garrido said the new campaign will help supercharge the company’s plans to deliver $1 trillion of home equity funding into the Australian retirement system.

“Australian retirees have worked hard and built wealth in their home, making the home the best place to live and the right way to fund retirement," Garrido says.

"Our role is to support Australians in accessing their wealth and give them confidence in retirement. We hope this campaign helps people realise that they have options and can be confident by celebrating the love Australians have always had for their homes.”

Shot by director John Pace at Hooves just before the social isolation laws came into effect, the campaign’s positioning provides a timely reminder of how important it is for retired Australians to “Live well at Home”.

“It’s been an absolute pleasure working with the team at Household Capital," The Royals executive creative director Stu Turner says.

"From the start, we set out together to make a campaign that educated the market, while having a bit of fun, and hopefully giving the audience a much-needed smile in these trying times. We believe we’ve done that, to the point where even the featured dog has a knowing grin.”

Spearheading the campaign is a 30-second TVC showing a group of Aussie retirees enjoying the lifestyle made possible by the equity in their homes, from cooking in a newly renovated kitchen to spending more time with the grandkids.

The campaign launches nationally this weekend, with executions including TV, digital, social and direct mail.


Client: Household Capital
Chief Marketing Officer: Mario Garrido
Marketing & Communications: Tracey Franks
Digital Marketer: Rey Yesilnacar

Agency: The Royals
Executive Creative Director: Stu Turner
Copywriter: Dan Debuf
Art Director: Luke Danzig
Head of Strategy: Andrew Reeves
Business Director: Emma Harrison
Senior Broadcast Project Manager: Brenton Matulick
Project Manager: Harriet Sabien
Experience Design Director: Mikael Perhirin
Senior Digital Designer: Kenneth Sum
Digital Designers: Maxime Lacoste, Izzi McGrath
Creative Developer: Eddie Brown-Greaves
Retouching: Kitty Turpin

Production Company: Hooves
Director: John Pace
Producer: Giordi Caputo
DOP: Max Walter

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