Turning an explainer about retirement into a road trip.
AMP wanted to get their customers thinking about retirement, but needed an execution that rose above the usual explainer video or website. Given the dry subject matter, how could we break through and get people to plan ahead?
We got Adam Spencer on board, sending him on a road trip across Australia to meet different retirees. It was part adventure, part convivial chat that lifted retirement away from its dull stigma and instead combined it with beautiful scenery and friendly characters.
Most of us don’t know how our dollars will translate once we’re retired, making the subject a hard one to engage with. Meeting real retirees would be a great way to get retirement advice. Fusing this with a scenic road trip led by a warm celebrity gave viewers even more reason to watch our series.