Questionable Decisions Come Good in REST Campaign

Arnold Furnace has today unveiled a new campaign for their client REST Industry Super. This new brand campaign, a first for REST, aims to position the REST brand as the fund for life, highlighting the strength of REST’s low fees and long-term performance. 

The new campaign utilises television, OOH and Digital and features a young couple seen to be making decisions about their life that other people question.  As they are followed through the 70’s and 80’s to the present day we see those ‘questionable’ decisions turn out to be some of the best they’ve ever made as they start enjoying their retirement with REST. The campaign draws a parallel between the couple’s decision to choose REST when they were young with the other good decisions they made early in their lives.

Chloe and Archie’s campaign is a fresh approach that repositions REST as a fund for life by showing that some of the decisions we make in our youth actually can turn out to be our best.” said Tom Spicer, ECD Arnold Furnace.

Mary Atley, General Manager Brand, Marketing and Communications REST Industry Super, added, “This is an exciting initiative for REST. We’ve received great industry recognition this year for our strong investment performance and low fees of our REST Super and REST Pension products, including being named SuperRatings Fund of the Year 2014 and Pension of the Year as well two Best of the Best super awards by Money Magazine. More importantly, we are proud to deliver competitive long-term results to our members and the real benefit of this campaign is its ability to emotionally communicate the true value of REST membership over time.”

Credits

Agency: Arnold Furnace 

ECD - Tom Spicer

Strategist: Tony Singleton

Creative team – Archie Murugaser, Chloe Banicevic, Cameron Brown

Design - Darren Cole

Senior Account Director - Ian Hartley 

TV Producer: Melissa Petryszyn/Monique Pardavi

Print Producer – Greg Hyslop/Warrick Nicholson

Production Company - Finch

Director – Nic Finlayson

Media Strategy – Toby Roderick, Custom Media

Client Team

Mary Atley – General Manager Brand, Marketing and Communications, REST Industry Super

Dimity Atkins – Marketing Manager, REST Industry Super