SHARON EDMONDSTON
We wanted to wake Aussies up to the fact that if they pay attention to their super, they could be sitting on a monster.
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. It shows 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 – to realise your dreams for your future.
Australian Retirement Trust. Awaken your super.
Our campaign uses a powerful visual metaphor to encourage people to reappraise their relationship with their super, inviting them to take control of their Monster with ART.
Over twelve months, our pitch-winning idea evolved into an enduring brand asset. We began with strategic profiling of our monster's attributes, followed by developing personality themes using AI.
Engaging character animators, Yukfoo, we tested the practicality of our anatomically correct monster.
Concurrently, Glue Society's vision of a giant practical model combined with CGI won us over. MEG's craftspeople brought our monster to life, with Blockhead VFX adding CGI.
We collaborated closely with The Pool Collective and Sean Izzard on film, stills, and social content, while Mosaic Music + Sound developed a unique language for our monster.
Throughout this creative journey, our client supported us in conveying the importance of backing an unconventional concept in a traditionally conservative category. This was truly a team effort.
Credits
Agency: M&C Saatchi Sydney
Client: Australian Retirement Trust
Chief Creative Officer: Cam Blackley
Group Creative Director: Sharon Edmondston
Associate Creative Director: Tristan Cornelius
Writer: Jason Leigh
Director: Jonathan Kneebone (The Glue Society)
Props: MEG
Photographer: Sean Izzard (The Pool Collective)
Post/CGI/VFS: Blockhead
Sound: Mosaic
