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Brand
MLC Super
Project
A Glorious Retirement Takes a Plan.
WE PLANNED A HEIST TO GET YOU TO PLAN YOUR RETIREMENT.
Launch date
September, 2026
The Heist. A blockbuster campaign for MLC that follows a motley crew of everyday Australians as they devise an increasingly elaborate plan to retire happy, only to realise MLC already has a plan for them.
The strategy takes aim at a category that has conditioned Australians to think of super as only a big number - something to sit on, forget and deal with The goal was to reframe MLC's superannuation offering from a static, lump sum of money to a business that also offers an active plan for all of their members.
The hero film spearheads a huge 360 campaign, with 171+ AV assets set to be deployed across the full marketing funnel for MLC over 18 months.
The multidimensional approach was intentional from the outset, ensuring that the campaign idea touched every aspect of the customer journey, from awareness to acquisition, driving maximum value from the complex production.
LET'S TALK
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