Featuring comedian Matt Berry.
MLC is promising to help Australians with their money today in a campaign via Princess and Finch.
The campaign features comedian Matt Berry and was directed by Alex Roberts from Finch.
“This relaunch is about more than a campaign. It’s about reframing how Australians think about super and retirement," said MLC chief customer officer Renee Howie.
“Our brand platform A Lifetime in the Making captures MLC’s long-term commitment to helping people unlock their potential, every step of the way.
The campaign is live across TV, cinema, online, radio, video, OOH, digital and social.
“MLC asked us to help relaunch their iconic brand with a platform for the future," said Princess founders Beth O’Brien, Cameron Bell, Sam Dickson and Jonny Berger.
"A Lifetime in the Making gave us the foundation to be bold, to break clichés, and to create a disruptive campaign that looks to challenge category conventions and reframe the meaning of retirement.
“Having Matt Berry employ his wry wit and pitch perfect delivery to land the campaign’s message has been incredible,” said Princess.
“It’s all been created in true partnership with the great team at MLC, and we’re looking forward to building on the platform together well into the future.”
Media agency partners Kaimera delivered the amplification strategy.
"We are incredibly excited to be part of launching a new era for MLC," said Kaimera.
"Princess has built a brilliant platform with huge potential, our job is to ensure it gets the attention it deserves through a well crafted, high impact media strategy."
Credits
MLC
Renee Howie - Chief Customer Experience Officer
Wylie Fowler - General Manager, Brand
Dennis Poropat - Senior Manager Brand Advertising & Media
Brittany Kettlewell - Head of Creative, Social & Content
Josie Taylor - Senior Marketing Manager Acquisition & Member Welcome
Justyna Zawadzka - Senior Media Activation Manager
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Strategy and Creative: Princess – A Creative Company
Producer: Renata Barbosa
Comms Strategist: Jarryd Patel
Business Lead: Cece Chieng
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Media Strategy and Buying: Kaimera
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Production Company: Finch Company
Director: Alex Roberts
Managing Director / Executive Producer: Corey Esse
Producer: Nikki Walker
DP: Andy Commis
Production Designer: Neville Stevenson
Costume Design: Paula Ryan
Casting: Citizen Jane Casting
Editor: Ryan Beck / The Editors
Executive Producers: Nicoletta Rousianos and Rita Gagliardi / The Editors
Grade: Ben Eagleton
Post-Production: Blockhead VFX
Original Composition and Sound Post-Production: Sonar Music
