Rest unveils 'Super. Simple' campaign – a commitment to simplifying the super experience

Rest worked with creative agency Reunion to develop the ‘Super. Simple’ brand campaign which reflects Rest’s mission to make the super experience simple and easy for its members.

Deborah Potts, Rest’s Chief Member Officer, said the campaign is based on Rest’s belief that making things simple is essential to getting members involved in their super and can support them to have a better retirement.

“We represent around one-in-seven working Australians, including more than a million who are younger than 30 years old. Many of our members tell us they don’t understand super. We want to help change this by removing complexity at every stage of the super experience.

“We’re focused on making our services and tools straightforward and user-friendly for members, right from the beginning of their working lives. By making it easier for our 2 million members to understand and take action on their super, we believe we can help them achieve better financial outcomes in retirement.”

The campaign brings Rest’s mission to life through a series of new ads and brand communications, said Ms Potts.

“The Super.Simple campaign finds the humour in everyday complicated experiences to shine a light on Rest’s unique mission to make the super experience simpler for our members.”

Ollie Beeston, Reunion’s Creative Partner said the new campaign is an original perspective in the super industry.

“It’s been a true journey of collaboration with the team at Rest to carve out a positioning which is totally fresh for the industry, both in execution and experience,” said Ollie Beeston, Reunion’s Creative Partner. “We believe demystifying super in relatable terms will have an outsized impact in helping Rest members take control of their futures.”

“'Super.Simple' for Rest marks a significant moment for the brand and its members, embodying Rest’s dedication to engaging members in their financial futures in a straightforward, impactful way,” said Justin Hind, Co-CEO and Founder of Reunion.

The campaign will be featured across broadcast TV, BVOD, cinema, out-of-home, digital and social media, and Rest's owned platforms. The television commercials are also available on Rest’s YouTube channel.

Rest will continue to deliver member initiatives throughout 2024 and beyond to deliver simpler and easier experiences for its members, including work across its digital capability and tools, product and service enhancements and continued work on its education and advice offering.

Brand campaign credits

Rest:

• Andrew Ford, General Manager – Brand & Marketing
• Chris Pocock, Head of Brand & Content
• Georgina Ashley, Senior Brand Manager
• Sinem Kalenderoglu, Brand and Content Specialist

Creative Agency:

• Creative agency: REUNION
• Senior Account Director: Tizz Wilson
• Client Partner: Claire Hawksford
• Senior Designer/Artworker: Gene Stapleton
• Creative Partner: Ollie Beeston
• Co CEO & Co Founder: Steve Knowles
• Co CEO & Co Founder: Justin Hind