Rethink your super.
The Super Members Council (SMC) is transforming how Australians think and feel about their superannuation in a campaign via Thinkerbell.
Thinkerbell head media thinker ess Torpy said they were able to bring their unique integrated thinking to the media, working hand in hand with strategy and creative to ensure media was part of the idea, not an afterthought.
“We built a connected ecosystem where every placement works hard on its own, and even harder together," said Torpy.
At its heart, the idea reimagines the fable of The Goose That Laid the Golden Egg, distilling it to a simple human truth: when you look after something patiently, it rewards you over time.
"Our ambition was to create something that makes super feel personal and tangible,” said SMC deputy CEO, Georgia Brumby.
“For many Australians, particularly younger people, super can feel distant and abstract. The Golden Super Goose gives people a simple mental model, something they can visualise, understand and feel connected to over time. It’s about encouraging Australians to actively look after their super - if you nurture your Golden Super Goose, protect it and pay attention to it, it grows. And when you retire, it looks after you.”
Thinkerbell head brand thinker, Jack Monro, said most people understand logically that super is there to help fund your retirement, and that it's better if you leave it alone.
“But logic rarely beats emotion when we make decisions,” said Monro.
“Our challenge was not just to make the future value of super clearer and closer for Australians, but to make it more warm. More human. So, obviously, that meant using a goose.”
Credits:
Client: Super Members Council (SMC)
Creative: Thinkerbell
Media: Thinkerbell
CX: Thinkerbell
Production: MOFA
Director: Jae Morrison
VFX: 3P
Music: Electric Sheep
Sound: Rumble
Photographer: Lisa Sorgini
Web Development: Arcadian
