Rest. Super. Simple.
Super is boring.
We made it make sense.
Background
Superannuation is a $4 trillion industry that has spent decades advertising to people who already own a boat. So it's no surprise young Australians treat it as tomorrow's problem. Most of them could tell you their Klarna balance faster than their super balance.
Rest holds more of those young members than any other fund, and was being outspent by up to two to one by their competitors.
Idea
Super. Simple. Two words, and a decision to ‘serve’ instead of ‘sell’. We rebuilt Rest from the brand down so a single idea ran through everything: Life is hard. But super is simple.
That showed up as film that doesn't sound like a bank, outdoor that takes a swing at modern art, a site you can actually navigate, and a feed of fifteen-second explainers answering the questions people were too embarrassed to ask. We didn't try to make super cool, no chance, but we made it make sense, to people who'd never been spoken to like adults about it.
