Matthew Miller
Mar 19, 2014

'Endangered' retirees populate live diorama at Australian Museum

SYDNEY - Visitors at Sydney's Australian Museum today are getting a surprise—and a branding message—from a live diorama that presents retirees as a modern-day endangered species.

'Endangered' retirees populate live diorama at Australian Museum

The inventive work by Clemenger BBDO Melbourne for MLC, the wealth-management division of NAB, features four actors enjoying typical retirement activities such as fishing. A live feed is available on the campaign website.

The stunt runs through March 22, leading up to a major advertising campaign that kicks of March 23 and includes TV, print, outdoor and online channels.

Another live exhibit will appear in Melbourne’s Southern Cross Station on March 24.

The "Let's save retirement' campaign is the first to address the "crucial national issue" of a $1 trillion retirement savings gap, according to Sandra De Castro, NAB chief marketing officer.

“One in five Australians has already postponed their retirement, and people are working far beyond the age they had envisaged,” she said. “We’re here to save retirement, and this campaign is all about empowering every Australian to retire comfortably.”

The campaign also represents the first time that the MLC and NAB brands have been linked and features a new MLC visual identity created by brand consultancy PUSH Collective.

CREDITS

Sandra de Castro, Chief Marketing Officer, NAB
Michael Nearhos, General Manager, NAB Wealth & MLC Marketing
Faycal Benabdellaziz, Head of Brand & Digital, NAB Wealth Marketing
Jackie Grundell, Manager, NAB Wealth Brand
Silpa Haria, Manager, NAB Wealth Digital Marketing
Belinda Cusworth, Manager, NAB Wealth Brand Planning & Sponsorship
Maryanne Macri, Consultant, NAB Wealth Brand Governance
Tim Brooks, Consultant, NAB Wealth Brand
Creative Chairman: James McGrath
Creative Director: Jim Ingram
Creative Director: Ben Couzens
Senior Creative: Luke Thompson
Senior Creative: Clark Edwards
Managing Partner: Lee Simpson
Group Account Director: Andrew Drougas
Account Director: Kyle Abshoff
Digital Account Director: RenukaRajadurai
Account Manager: Amy Ross
Executive Planning Director: Paul Rees Jones
Planner: Matthew Kingston
Executive Producer: Sonia von Bibra
Head of PrintProduction: Sharon Adams
Director of Digital: Roger Box
Interactive Creative Director: Ben Keenan
Senior Digital Analyst: Nathan Rogers
Senior Digital Producer – Website: Louise Sergent
Senior Digital Producer – banners: Victoria Strike
Technical Lead: Daniel Zabinskas
Promotion: Traffik
PR: Access PR
Director: Steve Rogers - TV
Director: The Glue Society (James Dive) - Activation
Production Designer: Steven Jones Evans
DOP/Cinematographer: Peter James – TV, Rob Marsh - Activation
Editor: Alexandre de Franceschi - TV
Sam Coates - Activation
Flame Artist: Justin Bromley - Fin Design
Music Production Company: Level Two Music - Karl Richter
Photographer: Michael Corridore - Samiam Management
Post Production Company: The Editors/ Fin Design - TV
Producer: Michael Ritchie - Executive Producer/ MD
Pip Smart - Executive Producer - TV
Josh Mullens - Head of Projects - Activation
Ian Iveson -Line Producer - Activation
Production Company: Revolver - TV
Will O Rourke - Activation
Casting : Peta Einberg casting - TV
Danny Long Casting - Activation
Sound Designer/Engineer: Paul LeCouter
Sound House: Flagstaff

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