Aware Super Shows the Collective Force for Good

    By Harold Henry - Nov 16, 2020
    Aware Super Shows the Collective Force for Good

    Aware Super, the new name for First State Super, has launched its first integrated brand campaign. In a departure from traditional advertising, the campaign, created by The Works, aims to show the vital role Aware Super members, including nurses, doctors, paramedics, firefighters, teachers, and police officers, have in the communities they serve each and every day.

    Australia’s second-largest industry super fund, Aware Super has 1.1 million members and $130 billion in retirement funds under management. Investments include Sydney’s International Convention Centre and the 8,000-seat Aware Super Theatre, Sydney’s Light Rail, Bendigo, and Sunshine Coast University Hospitals as well as a growing portfolio of essential worker affordable housing.

    The campaign includes 90, 60, and 45-second films that will run across TV, in addition to radio, consumer and trade press, social media, digital, and OOH.

    The Works, part of RXP Group, are Aware Super’s lead agency for brand strategy and communications.

    “Aware Super is focused on showing Australia their members’ superannuation is invested in doing well for them and doing good for all through its strong, sustainable investing,” said Founder and creative partner Damian Pincus. “Our role was to bring this to life in a simple and unique way. Acknowledging that members breathe life into their communities was critical and how that inspires Aware Super to do the same.”

    “Having changed our brand to better reflect who we are and why we’re different, it was important that our campaign did the same,” added Emma Grainge, head of brand at Aware Super. “The initial phase was designed to ensure people were aware of the brand change. Having been successful with that, it’s now time to shift gear and build our new brand. The campaign pays tribute to the critical role our members play in our community and highlights our commitment to ensuring their superannuation does the same by delivering strong sustainable returns to our members while being a force for good in their community. The Works have captured this proposition brilliantly.”

    The campaign launched on Sunday 15 November.


    Client: Aware Super
    Head of Brand: Emma Grainge
    Senior Manager, Advertising and Campaigns: Dennis Poropat
    Senior Manager, Social Media, and Partnerships: Reece Moon

    Agency: The Works
    Creative Partner: Damian Pincus
    Creative Director: Nathan Bilton
    Art Director: Chris Dwyer
    Copywriters: Claire Stapleton, Will Halstead
    Strategist: Lucy Batchelor
    Creative Project Manager: Kirsty Judges
    Head of Project Management: Kristie Thistlethwaite
    Head of Broadcast: Rachel Solomon, Honae MacNeill

    Production Company: Scoundrel
    Director: Michael Spicca
    Executive Producer: Kate Gooden, Scoundrel
    Music: Elliot Wheeler, Turning Studios
    Edit: Arc
    Audio Post: Squeak E Clean
    Grade & Online: Blockhead
    Media Agency: Starcom


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