You can get away with a lot of things (like product facts) when you present them in an adorable animation by Aardman. Nest has brought in the creative force behind beloved characters such as Wallace & Gromit to tell Brits why they should use Nest, as their workplace pension scheme (superannuation fund in Australia).
The campaign highlights that while people go about their normal working day, their Nest pensions are steadily building for their future in the background. That message is housed in Aardman’s signature style, introducing viewers to a series of humorous animated birds representing Nest members in everyday human work scenarios. Nest also worked with creative agency, Atomic London, who developed a long-term brand strategy that brings Nest members front and centre.
The films are set in a giant Nest tree, inhabited by a range of bird species living and working together. Each story is narrated by comedian, musician, author and keen birder Bill Bailey. They focus on a little moment of day-to-day working life and are representative of the diverse jobs that real life Nest members have, illustrating that pensions are part of everyone’s working lives. The creative aims to prompt people to think about their pensions and, by making pensions more relatable and less intimidating, Nest wants to encourage more people to take an active interest in their retirement savings.
Pippa Strutt, Nest’s director of brand, stated, “With this campaign, we want to illustrate that pensions are an important part of our working lives, building quietly in the background. Pensions don’t have to be intimidating, and we want people to engage with them sooner, rather than later. Partnering with Aardman, which like us is a purpose-driven organisation, allows us to bring this important message to life in a warm and accessible way.”
Steve Harding-Hill, creative director of short form & commercials at Aardman, added, “We’re thrilled to bring Aardman’s trademark storytelling, warmth and wit to this new campaign for Nest. As a studio that’s long entertained the nation, it’s a privilege to help speak to that same audience about something as important as their future.”
The campaign’s two commercials are running on YouTube.
