Super advertising rarely excites with its creativity. This super advertising does. It’s full of triggers that elicit human emotions and these are threaded together by a story about collective good. This departure from traditional superannuation advertising is by The Works for Aware Super, the new name for First State Super and is part of a full campaign that will run across TV, in addition to radio, consumer and trade press, social media, digital and OOH.

The film uses its dramatic story as well as cameos to illustrate the vital role Aware Super members, including nurses, doctors, paramedics, firefighters, teachers and police officers, have in the communities they serve each and every day for the fund whose purpose is to be a force for good in superannuation, retirement and advice, to drive better outcomes for members and their families.

The Works, part of RXP Group, is Aware Super’s lead agency for brand strategy and communications. Founder and creative partner Damian Pincus, commented, “Aware Super is focused on showing Australia their members’ superannuation is invested in doing well for them and doing good for all through its strong, sustainable investing. Our role was to bring this to life in a simple and unique way. Acknowledging that members breathe life into their communities was critical and how that inspires Aware Super to do the same.”

 Emma Grainge, head of brand at Aware Super, added, “Having changed our brand to better reflect who we are and why we’re different, it was important that our campaign did the same. The initial phase was designed to ensure people were aware of the brand change. Having been successful with that, it’s now time to shift gear and build our new brand. The campaign pays tribute to the critical role our members play in our community and highlights our commitment to ensuring their superannuation does the same by delivering strong sustainable returns to our members while being a force for good in their community. The Works have captured this proposition brilliantly.”

The campaign launched on Sunday, November 15. 

Credits:

Agency: The Works
Creative Partner: Damian Pincus
Creative Director: Nathan Bilton
Art Director: Chris Dwyer
Copywriters: Claire Stapleton & Will Halstead
Strategist: Lucy Batchelor
Creative Project Manager: Kirsty Judges
Head of Project Management: Kristie Thistlethwaite
Head of Broadcast: Rachel Solomon, Honae MacNeill

Production Company: Scoundrel
Director: Michael Spicca
Executive Producer: Kate Gooden 

Music: Elliot Wheeler @ Turning Studios
Edit: ARC Edit
Audio Post: Squeak E Clean
Grade & Online: Blockhead
Media Agency: Starcom

Client: Aware Super
Head of Brand: Emma Grainge
Senior Manager, Advertising & Campaigns: Dennis Poropat
Senior Manager, Social Media & Partnerships: Reece Moon