This edgy, attitude-packed campaign worked to educate Australians that it's OK to love money, when it's invested ethically. We wanted to let people know that every Australian has the opportunity to build a healthy nest egg and contribute to a healthy planet too. All it takes is a little heart.
The great street poet Christopher Wallace may have had a point. After all, money has always been considered the root of all evil. It was our job to find a way to remind everyone money can be a force for good too.
Moving from ‘The heart of investing’ to ‘Invest with heart’, gives us a call to action to consumers, making it more about AE in their lives, than the brand just talking about themselves (just as people who talk about themselves too much are dull, it’s also dull when brands do it).
In a sea of super funds, we wanted to make sure this campaign - and its message - stood out. To do that, we introduced the world to four larger than life characters, each with an unapologetic love for money, but for surprisingly ethical reasons.
This made for a distinctive, fun TV ad, and some striking OOH executions which we think will appeal to the growing number of Australians who want to invest their money - and super - ethically.