MLC uncovers relics from the Retirement Era in a new campaign.
MLC and Clemenger BBDO Melbourne have launched part two of the Save Retirement platform.
Set in the future, ‘The Dig’ campaign centres on an archaeological dig where artefacts from the 'Retirement Era' are being uncovered, including a boat and a golf club.
The head archaeologist says to a colleague that the relics are from “a time when people didn’t just keep working. It appears they would reach a certain age and then just did whatever they wanted”.
The campaign is a continuation of the Save Retirement platform MLC launched in 2014, aiming to help reduce the $1 trillion gap that exists in Australians' retirement savings.
NAB wealth marketing general manager, Rob Harris, says: “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 says 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 said.
The set took over 60 hours to build, and involved five earth moving machines and 1000 tonnes of sand.
The integrated campaign will be across TV, digital, OOH, print and a new-look 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
