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Aware Super Hits Us Hard in Poignant Brand Campaign from The Works

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First integrated campaign from the agency shows the collective force for good of the superannuation fund's members who breathe life into their communities

Aware Super Hits Us Hard in Poignant Brand Campaign from The Works

Aware Super, the new name for First State Super, has launched its first integrated brand campaign showing the collective force for good of its members who breathe life into their communities. In a departure from traditional superannuation advertising, the campaign - created by The Works - shows the vital role Aware Super members, including nurses, doctors, paramedics, firefighters, teachers and police officers, have in the communities they serve each and every day.

Australia’s second largest industry super fund, Aware Super has 1.1 million members and $130 billion in retirement funds under management. Its purpose is to be a force for good in superannuation, retirement and advice, to drive better outcomes for members and their families.

With an ongoing commitment to invest in improving communities and building a more sustainable economy that supports local and global employment, Aware Super investments include Sydney’s International Convention Centre and the 8,000-seat Aware Super Theatre, Sydney’s Light Rail, Bendigo and Sunshine Coast University Hospitals as well as a growing portfolio of essential worker affordable housing.

The campaign includes 90, 60 and 45-second films that will run across TV, in addition to radio, consumer and trade press, social media, digital and OOH.

The Works, part of RXP Group, are Aware Super’s lead agency for brand strategy and communications.

Founder and creative partner, Damian Pincus, said: “Aware Super is focused on showing Australia their members’ superannuation is invested in doing well for them and doing good for all through its strong, sustainable investing. Our role was to bring this to life in a simple and unique way. Acknowledging that members breathe life into their communities was critical and how that inspires Aware Super to do the same.”

Emma Grainge, head of brand at Aware Super added: “Having changed our brand to better reflect who we are and why we’re different, it was important that our campaign did the same. The initial phase was designed to ensure people were aware of the brand change. Having been successful with that, it’s now time to shift gear and build our new brand. The campaign pays tribute to the critical role our members play in our community and highlights our commitment to ensuring their superannuation does the same by delivering strong sustainable returns to our members while being a force for good in their community. The Works have captured this proposition brilliantly.” 

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Client: Aware Super

Head of Brand: Emma Grainge

Senior Manager, Advertising and Campaigns: Dennis Poropat

Senior Manager, Social Media and Partnerships: Reece Moon


Agency: The Works

Creative Partner: Damian Pincus

Creative Director: Nathan Bilton

Art Director: Chris Dwyer

Copywriters: Claire Stapleton, Will Halstead

Strategist: Lucy Batchelor

Creative Project Manager: Kirsty Judges

Head of Project Management: Kristie Thistlethwaite

Head of Broadcast: Rachel Solomon, Honae MacNeill


Production Company: Scoundrel

Director: Michael Spicca

Executive Producer: Kate Gooden, Scoundrel

Music: Elliot Wheeler, Turning Studios

Edit: Arc

Audio Post: Squeak E Clean

Grade & Online: Blockhead


Media Agency: Starcom

Categories: Pension and retirement, Finance

The Works, Mon, 16 Nov 2020 09:28:46 GMT