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

MLC 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.

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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

Head of Project Management: Lucy Grigg

SoundDesigner/Engineer: Paul LeCouteur – Flagstaff Studios