Cbus Super Launches “Making Hard Work Pay off” Via The Shannon Company

Cbus Super Launches “Making Hard Work Pay off” Via The Shannon Company

Cbus Super has launched a new brand campaign with the help of behaviour change communication specialists, The Shannon Company.

Historically, Cbus Super has served a member base of workers in the building and construction industry. However, the new brand campaign “Making hard work pay off” positions Cbus as the go-to fund for all hard-working men and women in physical jobs around Australia.

The campaign was born with a fundamental understanding of these industries as, for decades, Cbus Super has provided the protection and strong investment outcomes for their members to make sure they can enjoy the retirement they’ve well and truly earned. The fact is, there are risks that come with building and construction jobs, not just day-to-day, but over time.

The Shannon Company creative director Stuart Nightingale, said “When it comes to hard, physical jobs, Cbus Super knows better than any other fund, what goes into these careers and the life that comes with it. They understand that years of hard, physical work may mean people need to retire earlier, so Cbus are working hard to make sure their members are ready for whatever comes”.

With Cbus Super’s strong returns with tailored insurance to protect jobs that other funds might not cover, Cbus is now the home for those who do the hard physical work that is the backbone of Australia.

Peter Little, head of brand at Cbus, added:  “This new campaign will be an important contributor to Cbus’ growth strategy in the consolidating superannuation market.  We have leveraged our strengths to thoughtfully extend our brand and its appeal to a wider group of members who we believe we can look after better than any other fund”.


Group Executive – Brand, Engagement, Advocacy & Product: Robbie Campo

Head of Brand, Narrative and Industry Partnerships: Peter Little

Senior Brand Manager: Razia Dzananovic

Brand Manager: Emma Brophy

Brand and Acquisition Manager: Lucas Damatopoulos



Creative Director: Stuart Nightingale

Senior Art Director: Kim Hellier

Writer & Art Director: Harry Bastin & Jaksen Daddo

Producer: Jo Theoharis



Director: Colin Skyba

Film Producer: Victoria Conners

Photography:  Damien Pleming



Group Business Director: Megha Sadhwani

Senior Business Manager: Tenneille Stone


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