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    M&C Saatchi and Bohemia unveil Awaken Your Super for Australian Retirement Trust

    Australian Retirement Trust (ART) is urging Australians to Awaken Your Super in a new campaign developed with M&C Saatchi and its media agency, Bohemia Group.

    In the midst of challenging economic conditions, many Australians have placed their superannuation on the back burner, struggling to envision their retirement amidst immediate financial pressures.

    The campaign encourages Australians to recognise the “monstrous” potential of their superannuation. It aims to dispel the notion held by many Australians that their superannuation is less interesting or relevant than their other financial assets.

    Using a visual metaphor of a monster, brought to life by The Glue Society, the campaign invites people to reassess their relationship with their super, empowering them to take control of their “monster” through ART.

    ART’s executive general manager for marketing and digital, Simonne Burnett, said the young brand wants to rapidly build awareness and trust with Australians in order to grow.

    “The creation of a campaign that gets people thinking differently about the relationship they have with their super, in a compelling and distinctive way, is fundamental to us achieving this ambition,” she said.

    M&C Saatchi’s chief executive officer, Michael McEwan, said the work “assumes a leadership stance and invites Australians to awaken their super and see what it’s capable of with ART.”

    Superannuation is the largest financial asset for many Australians after the family home, yet the powerful role it can play in our lives is too often overlooked,” he said

    Bohemia’s chief executive officer Paul Hutchison added: “Working as a fully integrated media and advertising team has given us the perfect opportunity to harness the combined power of creativity and media to hand select monstrous media placements that enhance the ‘awaken your super’ message.”

    The campaign launch is complemented by a suite of OOH placements, social, and bespoke integrations.

    Earlier this month, M&C Saatchi Group appointed Rob Doubal and Laurence Thomson as global joint chief creative officers, set to assume their newly-created roles later this year. The duo, known in the industry as Rob and Lolly, move from their previous roles as joint CCOs and co-presidents at McCann London.

    M&C Saatchi group CEO for Australia and New Zealand, Justin Graham, said the appointment was “a powerful announcement.”

    See also: M&C Saatchi’s Justin Graham welcomes global CCOs, Rob Doubal and Laurence Thomson


    Australian Retirement Trust 
    Simonne Burnett: Executive general manager, marketing and digital 
    Dave Woodall: Chief commercial officer 
    Rob Harris: Head of brand and growth marketing 
    Khim Perdomo: Senior manager, brand 
    Hanna Vallely: Marketing manager, brand 
    Bec Kirk: Brand specialist 
    Chris Pyra: Customer research specialist 
    Rachael Bradley: Marketing manager, content 

    Paul Hutchison: Chief executive officer 
    Max Broer: National strategy director
    Caitlin West: Strategy director 
    Natasha Young: Business director 
    Kimberly Stafford: National client partner
    Georgia Green: Media manager 
    Hana Purvis: Media executive 

    M&C Saatchi 
    Michael McEwan: Chief executive officer
    Nick Jacobs: Chief strategy officer 
    Sharon Edmondston: Group creative director
    Tristan Cornelius: Associate creative director
    Jason Leigh: Senior copywriter 
    Am Lall: Group account director 
    Molly McAleavey: Senior account manager
    Loren August: Head of production 
    Gemma Heyes: Head of integrated production 

    The Glue Society: Director 
    Michael Ritchie: Managing director/co-owner
    Pip Smart: Executive producer/partner
    Jasmin Helliar: Executive producer 
    Max Horn: Producer 
    Geoffrey Simpson: DOP 
    Sam Lukins: Production Designer 
    Model Makers: MEG 
    Post production/editorial: The Glue Society Studios
    Luke Crethar: Editor 
    Grade/online/VFX: Blockhead 
    Nigel Mortimer: VFX Supervisor 
    Scott Stirling: Colourist 
    Briohny Aldersea: Producer 

    Stills Production: The Pool Collective 

    Music and Sound: Mosaic Music & Sound

    The post M&C Saatchi and Bohemia unveil Awaken Your Super for Australian Retirement Trust appeared first on Mediaweek.

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