A Soon to Be Extinct Species Appears at The Australian Museum
Mar 19, 2014
The National Australian Bank and Australian asset and wealth management company MLC have tapped Clemenger BBDO Melbourne for a campaign to save retirement from extinction. "Let's Save Retirement" involves an unusual "exhibition" at The Australian Museum, which showcases retirees at leisure -- fishing, hiking and cycling -- in live action natural history-themed dioramas, to drive home how important it is for Australians to starts saving now for their post-employment lives.
According to NAB Chief Marketing Officer Sandra de Castro in a statement, the campaign was inspired by the country's approximately $1 trillion retirement savings gap, coupled with the fact that Australians are living longer, healthier lives.
Outside of the exhibit, an interactive version of which can be seen at saveretirement.com.au, the campaign will include a TV spot debuting this weekend.