A lot of people dream about retiring but fewer plan for it. It can feel distant, complex or just easy to ignore.

TBWA\Neboko and Netherlands insurer, Centraal Beheer, present a cautionary tale about leaving retirement planning in the too hard file – a grandma who ends up as a sexy streamer. She then reveals her real self to be Ellen and an actress, who is doing the campaign because she hasn’t planned for retirement – a nice twist that connects the ad story with real life.   

The campaign continues Centraal Beheer’s legacy of tackling serious topics with a light touch, a tone that defined its long-running Even Apeldoorn bellen (Just call Apeldoorn) platform. ProefPensioen applies the same blend of humour, humanity, and cultural insight to financial preparedness for the future.

“We wanted to exaggerate a truth about our time,” stated Darre van Dijk, chief creative officer at TBWA\NEBOKO. “Centraal Beheer’s strength lies in humour. Here too, we’re using an exaggerated, humorous situation to convey a serious message.”

The campaign promotes ProefPensioen, Centraal Beheer’s low-pressure way to take the first step toward financial security and make a complex subject easy to discuss.

“We want to increase awareness, because many people aren’t yet ready for later,” commented Ilse Kaljee, marketing communications lead at Centraal Beheer. “With ProefPensioen, people can experience in a low-threshold, commitment-free way what it’s like to set aside a small amount each month for their future. This is how we hope to get people thinking and moving.”  

Credits:
Client: Centraal Beheer
Creative Agency: TBWA\NEBOKO
Media Agency: Mindshare
Socials: TBWA\FEED
Content Studio: Clay
Production Company: Holy Fools  
Director: Joris Dommels
Offline Edit: Gert-Willem Visser
Sound Design: MAKE
Music: BMG Production Music
Grading & Online: Laurens Orij @ Crabsalad 
PR: NewsLab