MAXX AWARDS WINNER: Marketing Campaign of the Year 2022
Already a high performing superannuation fund, UniSuper had spent decades building futures specifically for Australia’s higher education sector. Sweeping changes to superannuation laws meant that it was the right time to open to more of Australia.
Transitioning from a closed fund to the public superannuation market is no small task and we were engaged to help guide the brand up this challenging mountain. Our task was to actively introduce and connect UniSuper to wider Australia in a way that acknowledged their heritage, energised their members and clearly pointed to the future.
We developed a creative platform and conceptualised, directed and produced a campaign that embraced the brand’s narrative. The creative allowed the messaging to lean into their history as the fund for Australia’s great thinkers, but also demonstrate their drive and future mindedness so their members can look forward and think great