Clemenger BBDO Melbourne
Mon, 07 Mar 2016 10:21:51 GMT
MLC and Clemenger BBDO Melbourne are launching series two of the highly successful Save Retirement platform with ‘The Dig’.
Set in the future, the campaign centres on an archaeological dig. Artefacts from the ‘Retirement Era’ are being uncovered, including a small fishing runabout, a banana lounge and sporting equipment. The head archaeologist is explaining to a colleague that this is “One of the most important digs of this century”.
The campaign builds off the Save Retirement platform MLC launched in 2014, aiming to help reduce the $1 trillion gap that exists in Australians’ retirement savings.
General Manager, NAB Wealth Marketing, Rob Harris, says that while the Save Retirement platform is starting to change the way Australians look at their retirement savings, a whitepaper commissioned by MLC recently, shows even middle class Australians are feeling the pinch.
“While some Australians are thinking about their retirement, many haven’t put those plans into action. Even those on $200,000 a year say they are living pay cheque to pay cheque. 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 mammoth shoot took place in western Sydney and involved five earth moving machines, 1000 tonnes of sand and a 60 hour set build.
The integrated campaign launched on Sunday through TV, digital, OOH, print and a refreshed website.view more - Creative
Colourist: Ben Eagleton
Online Artist: Soren Dyne
Post Production Company: The Editors
Director: Steve Rogers
DOP: Peter James
Executive Producer: Pip Smart
Production Company: Revolver
Production Designer: Steven Jones Evans
Composer: Cezary Skubiszewski
Sound Engineer: Paul LeCouteur
Editor: Alexandre de Franceschi
Account Management: Alex Mleczko
Creative Agency: Clemenger BBDO Melbourne
Creative Chairman: James McGrath
Digital Producer: Nathan van der Byl, Charlotte Abroms
Executive Creative Director: Ant Keogh
Executive Producer: Sonia von Bibra
Head of TV / Production: Christian Russell
Managing Partner: Lee Simpson
Senior Account Director: Rhys Arnott
Senior Planner: Matthew Kingston
Senior Producer: Lisa Moro, Michael Travers
Categories: Pension and retirement, FinanceClemenger BBDO Melbourne, Mon, 07 Mar 2016 10:21:51 GMT