Retirees put behind museum glass in 'world-first' Clemenger campaign

Retirees put behind museum glass in 'world-first' Clemenger campaign

An interactive exhibit at Sydney’s the Australian Museum positioning retirees as an edngareed species has been created as part of MLC’s ‘Let’s Save Retirement’ campaign.

B&T Magazine
Posted by B&T Magazine

The exhibit, which the announcement said is believed to be a world-first, was created by Clemenger BBDO Melbourne and NAB Wealth.

The exhibit includes live-action, life sized dioramas to dramatise retirement becoming a thing of the past.

To experience the exhibit online click here and scroll through the different displays.

The catalyst for the campaign is the country’s estimated $1 trillion retirement savings gap and the fact Australins are living longer and healthier lives, NAB chief marketing officer Sandra De Castro said.

“This campaign is the first of its kind to address a crucial national issue and helps drive our goal of being the champions of retirement,” De Castro said in the statement.

“One in five Australians has already postponed their retirement2 and people are working far beyond the age they had envisaged.

“We’re here to save retirement, and this campaign is all about empowering every Australian to retire comfortably.”

The advertising campaign, which is linking the MLC and NAB brands together for the first time, will launch on Sunday March 23 across TV, print, outdoor and online.

The campaign is designed to encourage Australians to view their superannuation like a savings account.

When advertising launches it will feature a new visual identity for MLC which was created by brand consultancy PUSH Collective.

The exhibit is open to the public from today until March 22. On March 24 the live displays will be housed at Melbourne’s Southern Cross Station.

Clemenger BBDO Melbourne creative chairman James McGrath added: “The retirement savings gap in Australia is both confronting and potentially very motivating, depending on how you use it. Thinking about harnessing and capturing all that MLC can bring into a big organisational purpose is really focusing. 'Let's Save Retirement' is as powerful and meaningful to the internal audience as to the external, in a service and relationship based culture that’s vital.”

CREDITS Client: NAB and MLC Sandra de Castro, Chief Marketing Officer, NAB Michael Nearhos, General Manager, NAB Wealth & MLC Marketing Faycal Benabdellaziz, Head of Brand & Digital, NAB Wealth Marketing Jackie Grundell, Manager, NAB Wealth Brand Silpa Haria, Manager, NAB Wealth Digital Marketing Belinda Cusworth, Manager, NAB Wealth Brand Planning & Sponsorship Maryanne Macri, Consultant, NAB Wealth Brand Governance Tim Brooks, Consultant, NAB Wealth Brand Media: Mindshare Sydney Agency: Clemenger BBDO Melbourne Creative Chairman: James McGrath Creative Director: Jim Ingram Creative Director: Ben Couzens Senior Creative: Luke Thompson Senior Creative: Clark Edwards Managing Partner: Lee Simpson Group Account Director: Andrew Drougas Account Director: Kyle Abshoff Digital Account Director: RenukaRajadurai Account Manager: Amy Ross Executive Planning Director: Paul Rees Jones Planner: Matthew Kingston Executive Producer: Sonia von Bibra Head of PrintProduction: Sharon Adams Director of Digital: Roger Box Interactive Creative Director: Ben Keenan Senior Digital Analyst: Nathan Rogers Senior Digital Producer – Website: Louise Sergent Senior Digital Producer – banners: Victoria Strike Technical Lead: Daniel Zabinskas Promotion: Traffik PR: Access PR Director: Steve Rogers – TV Director: The Glue Society (James Dive) – Activation Production Designer: Steven Jones Evans DOP/Cinematographer: Peter James – TV, Rob Marsh – Activation Editor: Alexandre de Franceschi – TV Sam Coates – Activation Flame Artist: Justin Bromley – Fin Design Music Production Company: Level Two Music – Karl Richter 3 Photographer: Michael Corridore – Samiam Management Post Production Company: The Editors/ Fin Design – TV Producer: Michael Ritchie – Executive Producer/ MD Pip Smart – Executive Producer – TV Josh Mullens – Head of Projects – Activation Ian Iveson -Line Producer – Activation Production Company: Revolver – TV Will O Rourke – Activation Casting : Peta Einberg casting – TV Danny Long Casting – Activation Sound Designer/Engineer: Paul LeCouter Sound House: Flagstaff