MLC has unveiled its new brand platform, ‘A Lifetime in the Making’.
Fronted by Matt Berry – cult comedian, voice of the internet, patron saint of gravitas – and directed by Alex Roberts from Finch, the disruptive launch campaign swerves away from the predictable tone of superannuation. Instead, it opens with the bold statement “MLC doesn’t care about the future”.
Because the truth is, our futures aren’t handed to us 20 years from now. They’re built right now, in the today. And MLC is done showing stock shots of retirees on sailboats. Instead, it’s promising to help work with Australians on their money today, so they can enjoy a future on their own terms.
Created with independent creative company Princess, the new brand platform reflects MLC’s unique position in the market: expertise across super, retirement, investments and advice working in sync to support Australians at every stage of their journey.
Serving as more than a campaign line, A Lifetime in the Making a statement of belief that financial potential isn’t realised overnight, rather it’s built day by day, decision by decision.
“This relaunch is about more than a campaign. It’s about reframing how Australians think about super and retirement. Our brand platform A Lifetime in the Making captures MLC’s long-term commitment to helping people unlock their potential, every step of the way,” said Renee Howie, chief customer officer at MLC.
For Princess, the independent creative company founded in 2025 by Beth O’Brien, Cameron Bell, Sam Dickson and Jonny Berger, this marks a defining early engagement:
“MLC asked us to help relaunch their iconic brand with a platform for the future. A Lifetime in the Making gave us the foundation to be bold, to break clichés, and to create a disruptive campaign that looks to challenge category conventions and reframe the meaning of retirement,” said the Princess founders.
Media agency partners Kaimera delivered the amplification strategy, “We are incredibly excited to be part of launching a new era for MLC. Princess has built a brilliant platform with huge potential, our job is to ensure it gets the attention it deserves through a well crafted, high impact media strategy.”
“Having Matt Berry employ his wry wit and pitch perfect delivery to land the campaign’s message has been incredible. It’s all been created in true partnership with the great team at MLC, and we’re looking forward to building on the platform together well into the future,” added Princess.
