Rest — Retirement Ready
EXTENDING SIMPLICITY INTO RETIREMENT CONFIDENCE
Background
After making super feel less intimidating and more human for millions of Australians, Rest turned its attention to what comes next. A growing segment of ‘Futurists’ were approaching retirement, bringing new questions, higher stakes and deeper emotional complexity. Traditionally, retirement communications lean heavily on fear, formality and overload.
Rest needed to introduce its retirement services without abandoning the clarity and humanity that had defined Super.Simple.
Idea
For the next phase of ‘Super. Simple.’ we introduced ‘Retirement Ready’, a positioning designed to help Australians plan, prepare and feel confident about life after work.
Instead of defaulting to caravans, boats and silver-nomad clichés, ‘Retirement Ready’ flipped the lens. The campaign looked backwards, using shared cultural memories as a gentle signal that it might be time to start thinking ahead.
