MLC repositions brand with fresh new campaign 'Life Unchanging' via Clems BBDO, Melbourne

Screen Shot 2017-05-15 at 9.10.47 am.jpgMLC and Clemenger BBDO, Melbourne have relaunched the MLC brand with a fresh new campaign, 'Life Unchanging'.

'Life Unchanging' is built from the insight that the life people want in their future isn't an over-idealised fantastical future filled with yachts and sports cars, but actually something much closer to home; it's actually the best bits of the life they have already. The creative focuses on capturing the joy in those moments.

VIEW THE SPOT
The integrated 'Life Unchanging' campaign marks a move away from the previous 'Save retirement' work, and will showcase MLC's expertise in superannuation, advice, investments, and life insurance. It is the first time that MLC has launched a brand campaign since the demerger of its life insurance business to Nippon Life.

NAB chief marketing officer, Andrew Knott, said the campaign reflects the real aspirations Australians have for their future, demonstrating how MLC can support Australians to create the future they really want.

Says Knott: "It's very exciting to be launching a fresh and new brand position for MLC. We really wanted the brand to encourage Australians to think about what they really value in their lives today, and demonstrate how MLC can empower them so they can enjoy these things well into the future."

Says James McGrath, creative chairman, Clemenger BBDO, Melbourne: "Through research, we heard customers telling us clearly that in their future what they wanted was just confidence that their lifestyles wouldn't have to change too much and they could keep doing the things they enjoy today. We wanted to highlight that actually you have to make an active choice now for nothing to change in your future."

The campaign has launched nationally through TV, digital, social and outdoor.

Creative Chairman: James McGrath
ECD: Ant Keogh
CDs: Anthony Phillips & Richard Williams
EP: Sonia von Bibra
Senior Producer (TV): Lisa Moro
Head of Interactive Production: Christian Russell
Senior Producer (Digital): Ella Huang
Senior Producer (Print): Vince Tillyer
Executive Planning Director: Paul Rees-Jones
Head of CRM: Gayle While
Group Account Director: Ben Knighton
Account Director: Johannes Samson
Head of Project Management: Lucy Grigg

NAB
CMO: Andrew Knott
GM, Brand Experience: Michael Nearhos
Head of Group Brand: Faycal Ben Abdellaziz
Manager, Brand &Sponsorship Comms: Sue Brailsford
Brand and Sponsorship Comms: Shini De Silva
Manager, Brand Identity: Susanna Hondrokostas

Production Company: Revolver
Director: Justin Kurzel - Revolver
DOP/Cinematographer: Peter James - Top Techs Management
ProductionDesigner: Steven Jones Evans - Top Techs Management          
Production Co.MD / Executive Producer: Michael Ritchie- Revolver
Production Co.Producer: Serena Paull - Revolver
Editor: Jack Hutchings - The Butchery
Lead VFX Artist / VFXSupervisor: Drew Downes - The Refinery
VFX / Online Artist: Eugene Richards - The Refinery
Colourist: Martin Greer
Music House: Karl Richter - Level Two Music
SoundDesigner/Engineer: Paul LeCouteur - Flagstaff Studios

4 Comments

Relentlessly Negative said:

Looking for something positive to say...the audio recording is crisp!

Clems fan said:

Not sure this one will make it into their Agency of the Year submissions

Evergreen said:

MLC seems to launch a "fresh and new brand position" every couple of years, which suggests they don't know what they stand for.

@Evergreen said:

And it shows.

Leave a comment