Australian Retirement Trust is reviewing its creative account, B&T can reveal.
ART has had a very fruitful three-year relationship with incumbent agency M&C Saatchi, which won the account in 2023.
Together, they have collected a stack of awards for the super firm’s monstrous ‘Awaken Your Super’ campaign.
ART confirmed to B&T it was reviewing its creative account.
B&T understands that M+C Saatchi has declined to re pitch for the account.
The ‘Awaken Your Super’ campaign centres on challenging the notion that for the majority of Aussies, superannuation isn’t seen to be as active, interesting or relevant as the rest of their money.
The metaphor demonstrates that super can be so powerful you could think of it as a “monster” and awakening your super “monster” means taking control of possibly one of the biggest investments of your life. Running with the big blue monster powerful visual metaphor, the campaign invites people to reappraise the relationship they have with their super.
The campaign was a goldmine for the super fund as it created 2.9 times the ad attention and brand consideration impact compared to the superannuation category average.
EssenceMediacom is ART’s media agency. It won the account in July of 2025 from Bohemia, the now shuttered media buying arm of the M&C Saatchi Group.
M+C Saatchi has been contacted for comment.
