Cannes Lions

Making retirement everyone's problem

CLEMENGER BBDO MELBOURNE, Melbourne / MLC (AUSTRALIA) / 2016

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‘She’ll be right.’

No other saying captures the Australian psyche so perfectly.

No matter what challenges we face, just relax. Everything will be fine.

It’s this approach to life that makes our country great.

But it also makes us vulnerable.

No other category highlights this vulnerability so dramatically as wealth management.

Don’t have enough money saved for your retirement? Stuck in the wrong superannuation fund? Going to outlive your wealth?

‘She’ll be right.’

With a $1 trillion shortfall in retirement savings, Australians needed a wake-up call.

MLC’s ‘Let’s Save Retirement’ platform has managed to cut through in a challenging category and drive $750 million in additional funds under management, which flowed through to a strong return on investment.

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Essential Thanks

DENTSU, Auckland

Essential Thanks

2021, ASB

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