MLC saves retirement from extinction in an interactive exhibition via Clemenger Melbourne
Clemenger BBDO Melbourne and MLC have teamed up to try and save retirement from extinction using real-life retirees in a world-first interactive exhibition at the Australian Museum.
The “Let’s Save Retirement” campaign, which launches today, aims to encourage Australians to actively engage in preserving their retirement while retaining the choice of working into old age.
Clemenger BBDO Melbourne will launch the campaign with the exhibition and release TV, print, outdoor and online executions on Sunday. The Australian Museum exhibition features live-action dioramas showing that retirees are becoming a critically endangered species.
Clemenger BBDO Melbourne Creative chairman James McGrath says the agency is excited about bringing this vitally important issue to the forefront of Australians’ minds.
Says McGrath: “The retirement savings gap in Australia is both confronting and potentially very motivating, depending on how you use it. Thinking about harnessing and capturing all that MLC can bring into a big organisational purpose is really focusing. ‘Let’s Save Retirement’ is as powerful and meaningful to the internal audience as to the external, in a service and relationship based culture that’s vital.”
The innovative campaign links the MLC and NAB brands together for the first time.
Sandra de Castro, NAB chief Marketing officer, said the catalyst for the “Let’s Save Retirement” campaign is the country’s estimated $1 trillion retirement savings gap1, combined with the fact that Australians are living longer, healthier lives.
Says de Castro: “We’re here to save retirement, and this campaign is all about empowering every Australian to retire comfortably.”
The interactive exhibition at the Australian Museum in Sydney will be open to the public from today until Saturday 22 March, after which a major national advertising campaign and digital activity will be launched.
1 The Financial Services Council Longevity Savings Gap Report, Rice Warner in September 2012
Sandra de Castro, Chief Marketing Officer, NAB
Michael Nearhos, General Manager, NAB Wealth & MLC Marketing Faycal Benabdellaziz, Head of Brand & Digital, NAB Wealth Marketing Jackie Grundell, Manager, NAB Wealth Brand
Silpa Haria, Manager, NAB Wealth Digital Marketing
Belinda Cusworth, Manager, NAB Wealth Brand Planning & Sponsorship Maryanne Macri, Consultant, NAB Wealth Brand Governance
Tim Brooks, Consultant, NAB Wealth Brand
Creative Chairman: James McGrath Creative Director: Jim Ingram
Creative Director: Ben Couzens
Senior Creative: Luke Thompson
Senior Creative: Clark Edwards Managing Partner: Lee Simpson
Group Account Director: Andrew Drougas Account Director: Kyle Abshoff
Digital Account Director: RenukaRajadurai Account Manager: Amy Ross
Executive Planning Director: Paul Rees Jones Planner: Matthew Kingston
Executive Producer: Sonia von Bibra
Head of PrintProduction: Sharon Adams
Director of Digital: Roger Box
Interactive Creative Director: Ben Keenan
Senior Digital Analyst: Nathan Rogers
Senior Digital Producer – Website: Louise Sergent Senior Digital Producer – banners: Victoria Strike Technical Lead: Daniel Zabinskas
Promotion: Traffik
PR: Access PR
Director: Steve Rogers – TV
Director: The Glue Society (James Dive) – Activation
Production Designer: Steven Jones Evans DOP/Cinematographer: Peter James – TV, Rob Marsh – Activation Editor: Alexandre de Franceschi – TV
Sam Coates – Activation
Flame Artist: Justin Bromley – Fin Design
Music Production Company: Level Two Music – Karl Richter
Photographer: Michael Corridore – Samiam Management Post Production Company: The Editors/ Fin Design – TV Producer: Michael Ritchie – Executive Producer/ MD
Pip Smart – Executive Producer – TV
Josh Mullens – Head of Projects – Activation Ian Iveson -Line Producer – Activation Production Company: Revolver – TV
Will O Rourke – Activation
Casting : Peta Einberg casting – TV
Danny Long Casting – Activation
Sound Designer/Engineer: Paul LeCouter Sound House: Flagstaff
5 Comments
Yeah this makes other stuff in the category feel old
…but officially the most ridiculous long list of creds ever
didnt mc saatchi do the same idea for Save the Children?
Nice idea, but who the hell is it aimed at? Older people will retire anyway, and who under 30 gives a cats kahoodle about this? Bet it sells nothing.
Brilliant. Have been waiting for the next corker from Clems.