MLC and Clemenger BBDO Melbourne are launching series two of its quirky Save Retirement platform with ‘The Dig’.
Set in the future, the campaign centres on an archaeological dig. Artefacts from the ‘Retirement Era’ are being uncovered, including a small fishing runabout, a banana lounge and sporting equipment.
The head archaeologist is explaining to a colleague that this is “One of the most important digs of this century”.
The campaign builds off the Save Retirement platform MLC launched in 2014, aiming to help reduce the $1 trillion gap that exists in Australians’ retirement savings.
General manager, NAB Wealth Marketing, Rob Harris, said that while the Save Retirement platform is starting to change the way Australians look at their retirement savings, a whitepaper commissioned by MLC recently, shows even middle class Australians are feeling the pinch.
“While some Australians are thinking about their retirement, many haven’t put those plans into action. Even those on $200,000 a year say they are living pay cheque to pay cheque,” he said.
“With half of the population now likely to outlive their retirement savings by up to 13 years, we still have a lot of work to do to ensure every Australian can continue enjoy life in retirement.”
Clemenger BBDO Melbourne creative director Ant Phillips explained creating series two was about communicating a serious message in an approachable way.
“Building on the Save Retirement platform, and continuing the light hearted tone, we wanted to portray what could happen if we continue to ignore the statistics that tell us we aren’t saving enough money to enjoy retirement,” he added.
The mammoth shoot took place in western Sydney and involved five earth moving machines, 1000 tonnes of sand and a 60 hour set build.
The integrated campaign will launch on Sunday through TV, digital, OOH, print and a refreshed website.
Andrew Knott Chief Marketing Officer, NAB
Rob Harris General Manager, NAB Wealth Marketing
Jackie Grundell Head of Brand and Digital, NAB Wealth
Shini De Silva Manager, Brand, NAB Wealth
Silpa Haria Manager, Digital Marketing, NAB Wealth
Andy Shirlaw Consultant, Digital Marketing, NAB Wealth
Loraine Shields Consultant, Brand and Digital, NAB Wealth
Melanie Smith Consultant, Brand and Digital, NAB Wealth
Jackson Ritchie Graduate, Brand and Digital, NAB Wealth
Clemenger BBDO Melbourne
James McGrath Creative Chairman
Ant Keogh Executive Creative Director
Richard Williams Creative Director
Anthony Phillips Creative Director
Sonia von Bibra Executive Producer
Lisa Moro Senior Producer (TV)
Michael Travers Senior Producer (Print)
Christian Russell Head of Interactive Production
Nathan van der Byl Senior Producer (Digital)
Charlotte Abroms Producer (Digital)
Lee Simpson Managing Partner
Rhys Arnott Senior Account Director
Navin Arunasalam Digital Account Manager
Alex Mleczko Account Manager
Matthew Kingston Senior Planner
Steve Rogers Director, Revolver
Pip Smart Executive Producer, Revolver
Peter James DOP
Steven Jones Evans Production Designer
Alexandre de Franceschi Editor
Ben Eagleton Colourist
Soren Dyne Online Artist
The Editors Post Production Company
Cezary Skubiszewski Music Composer, C-Zee Music
Paul LeCouteur Sound Engineer, Flagstaff Studios