The idea of using the wealth you’ve built up in your home as a source of capital for funding the lifestyle they want in retirement became a popular trend in the UK last year. Specialist retirement funding provider, Household Capital, is hoping that the trend will surge in Australia this year.

The Royals is helping that to happen with the company’s first-ever brand campaign. The campaign aims to make Household Capital synonymous with access to home equity, to make people ask, “What are you doing with your Household Capital?”

After a successful Series B capital raising, Household Capital chief marketing officer, Mario Garrido, said that the new campaign will help supercharge the company’s plans to deliver $1 trillion of home equity funding into the Australian retirement system. “Australian retirees have worked hard and built wealth in their home, making the home the best place to live and the right way to fund retirement. Our role is to support Australians in accessing their wealth and give them confidence in retirement.  We hope this campaign helps people realise that they have options and can be confident by celebrating the love Australians have always had for their homes.”

The campaign film was shot by director, John Pace, at Hooves just before the social isolation laws came into effect. The campaign’s positioning provides a timely reminder of how important it is for retired Australians to Live well at Home.

Stu Turner, executive creative director at The Royals, commented, “It’s been an absolute pleasure working with the team at Household Capital. From the start, we set out together to make a campaign that educated the market, while having a bit of fun, and hopefully giving the audience a much-needed smile in these trying times. We believe we’ve done that, to the point where even the featured dog has a knowing grin.”

The campaign is running nationally from the April 24 weekend on TV, digital, social and in direct mail.

Credits:

Agency: The Royals
Executive Creative Director: Stu Turner
Copywriter: Dan Debuf
Art Director: Luke Danzig
Head of Strategy: Andrew Reeves
Business Director: Emma Harrison
Senior Broadcast Project Manager: Brenton Matulick
Project Manager: Harriet Sabien
Experience Design Director: Mikael Perhirin
Senior Digital Designer: Kenneth Sum
Digital Designers: Maxime Lacoste, Izzi McGrath
Creative Developer: Eddie Brown-Greaves
Retouching: Kitty Turpin

 Production Company: Hooves
Director: John Pace
Producer: Giordi Caputo
DOP: Max Walter

 Client: Household Capital
Chief Marketing Officer: Mario Garrido
Marketing & Communications: Tracey Franks
Digital Marketer: Rey Yesilnacar