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.

YoY membership growth
Highest ad recall ever for AE
Anthem Awards 2023

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.

Alex Pace, Head of Brand and Content

Nick Hunter
James Sykes
Jeremy Willmott
Kate Holdsworth
Jermaine Rowe
Nathan Moore
Georgia Shillington
Jorge Lastra
Karima Asaad
Aaron Mclisky
Lucy Whirledge
Henry Richardson
Adam Smillie
Iwona Lau
Luey Conway, Oliver Trauth-Goik
Yanni Kronenberg
White Chocolate
Caleb Jacobs

We acknowledge the Traditional Custodians of the land upon which we create, the Gadigal People of the Eora Nation. We pay our respect to their Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander peoples today.

Always was, always will be, Aboriginal land.