New – and especially risky – ways of thinking tend to make high recall ads. Arnold Furnace’s campaign for Rest super takes a chance on the thought that, “…some of the decisions we make in our youth actually can turn out to be our best.” [Tom Spicer, executive creative director, Arnold Furnace.] That’s what everyone hopes. And hope is a strong motivator when you’re looking for the super option that will fund your life after work.
The campaign (TV, OOH and digital) shows how the decisions a couple made through their lives – decisions that probably make others raise their eyebrows – turned out to serve them well. The twosome has also decided on REST super.
Mary Atley, general manager brand, marketing and communications REST Industry Super, applauded AF’s idea, “This is an exciting initiative for REST. We’ve received great industry recognition this year for our strong investment performance and low fees of our REST Super and REST Pension products, including being named SuperRatings Fund of the Year 2014 and Pension of the Year as well two Best of the Best super awards by Money Magazine. More importantly, we are proud to deliver competitive long-term results to our members and the real benefit of this campaign is its ability to emotionally communicate the true value of REST membership over time.”
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Creative credits:
Agency: Arnold Furnace
Creators: Archie Murugaser & Chloe Banicevic
Executive creative director: Tom Spicer
Strategist: Tony Singleton
Creative: Cameron Brown
Design: Darren Cole
TV Producers: Melissa Petryszyn & Monique Pardavi
Print Producer: Greg Hyslop & Warrick Nicholson
Production Company: Finch
Director: Nic Finlayson
