What do you want to be when you grow up? It’s usual to ask this of children. UniSuper’s campaign puts the question to adults. Making an already delightful twist even more attention-worthy, the question is asked by the adorable grandson of legendary TV host, Bert Newton, Monty Newton Welsh, in the fictional Never Too Late Show. The campaign aims to make Australians stop and imagine their retirement to prompt discovering how to grow their superannuation effectively.
The clever campaign by Melbourne indie, ATime&Place, is the first work for UniSuper by ATime&Place, that was awarded the business after a competitive process in late 2024. The campaign was developed by the agency in collaboration with UniSuper’s internal creative team.
Leah Mackenzie, head of marketing at UniSuper, stated, “UniSuper is thrilled to launch our new campaign in market. The tagline, Know how to grow, aligns strongly with our heritage in the University and Research sector, along with our ambition to be the leader in retirement through our expertise and experience in providing financial advice and education to our members.
As a fund that is open to all Australians since 2021, we have continued to build our brand awareness, and we are very excited to see how this new campaign resonates with the community.”
Matt Lawson, CCO, ATime&Place, added, “What do you want to be when you grow up? It’s a question we all hear as kids but never as adults. Perhaps this is why we stop viewing our futures with the same wide-eyed optimism and joy. And the Never Too Late Show construct is a useful reminder that it really is never too late to do whatever we want, with the right help along the way.”
The full campaign covers TV, online, outdoor, radio, PR, print, owned channels and affiliates.
Credits:
Client: UniSuper
Chief Marketing and Growth Officer: Dani Murrie
Head of Marketing: Leah Mackenzie
Manager, Marketing Strategy & Activation: Mark O’Brien
Manager, Creative: Dave Buttigieg
Creative Agency: ATime&Place
Chief Creative Officer: Matt Lawson
Executive Creative Director: Charles Baylis
Creative: Andy Matthews
Senior Designer: Caity Moloney
Senior Finished Artist: Ian Lewis
Head of Broadcast: Marlese Byfield
Chief Executive Officer: Adrian Mills
General Manager: Britt Rigoni
Planning Director: Sally Denniston
Head of Ai: Rob Weir
Production Company: The Producers
Director: Olivia Altavilla
Executive Producer: Tanya Spencer
Producer: Krystal Tomczak
DOP: Marden Dean
Post-Production: The Editors
Sound: Sonar
Sound Engineer: Timothy Bridge
Sound Producer: Haylee Popp
Media: Noisy Beast
Group Media Director: Ben Lynch
Head of Media: Valerie Murphy
Media Account Director: Carl Hemberg
Media Account Manager: Darcy Burke
Senior Paid Media Specialist: Caoimhe Walsh
