Equip Super.
Equip Super is introducing the octopus and the chicken, two opposites that Australian’s fall into via cummins&partners.
Chicken represents those who do not actively engage with their super.
Octopus represents the super savvy. Curious, considered and proactive, they explore their options and want to do all they can to maximise their retirement outcomes.
“With this campaign we’re making a deliberate play for distinctiveness in a low engagement, largely undifferentiated and highly complex category,” said Equip Super chief experience officer, Carrie Norman.
“Super equipped is designed to shift the conversation from transactional fund choice to long-term partnership. And to do this while hopefully putting a smile on people’s faces.
“From last year’s Super 60s campaign launch to this new brand campaign. The Cummins team has consistently demonstrated our shared values in becoming the proactive partners that we hope to be for all Australians. We’re very happy with how the characters have come to life, and with the overall handling of the campaign and media rollout.”
Equip Super appointed cummins&partners as its creative agency in 2024.
“We are proud to partner with Equip Super and delighted to see Super equipped land in market,” said cummins&partners CEO, Ben McCallum.
“Distinctive, entertaining creative earns attention, and smart media makes it count. Bringing creative and media together to tell the whole story is what we do.”
The campaign rolls out nationally across TV, BVOD, out of home, audio and social.
“It’s not always the case that a great creative opportunity also comes with one of the most genuinely wonderful and supportive marketing teams going around, but in this case, I can truly say we’ve been blessed,” said cummins&partners creative director, Heath Collins.
“Right from the beginning of this journey the Equip Super team have been champions of the work. They’ve trusted our process, have added tremendous creative value in their own right and have just been a joy to collaborate with. They deserve every success.”
Campaign credits
Client: Equip Super
Creative & media agency: cummins&partners
Production: Pixel & Lumberfly
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