Home » MLC Uncovers Relics From The Retirement Era

9 March, 2016

MLC Uncovers Relics From The Retirement Era

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.

Credits

NAB

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

Production

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

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