Australian Retirement Trust
Australian Retirement Trust
Embedded Files
Client: Australian Retirement Trust
When: 2025
Role: Copywriter & Creative
The biggest campaign I've ever worked on... was a serious monster.
As the creative team behind ART's biggest campaign yet, we were asked to build stronger brand linkage for Australian Retirement Trust - whilst maintaining our category-defying edge.
The brief was simple, but ambitious:
Use ARTie to bring monster energy to their long name, helping audiences link the two.
Inject this energy across every touchpoint - including TV, OOH, cinema, social and streaming.
The monster made noise:
A more-than-doubled TikTok CTR
197x ROAS on OOH spend
YouTube completion rates spiking 1.28x
And in a category obsessed with calm, we proved a little chaos gets remembered.
Step 1
We created 30 unique 3D animations of the brand's mascot, ARTie.
including this one... modelled by yours truly.
Step 2
We used said animations to create a series of bespoke OOH.
Step 3
We crafted 11 social films (also using the aforementioned animations) using storytelling to bring super proof points to life, including...
Telling HR what super you're with on your first day...
as well as the GRWM when you pick your first day outfit...
interrupting a yoga class to share a high growth rate...
and comparing your super balance to your peers.
Step 4
Create a suite of specialised social statics - utilising the animation library once again.
Step 5
We also created a brand identity - a sonic logo, and five signature monster sounds.
And we made a bunch of radio and podcast ads.
Here's an album of them:
Team
Team
Xavier Lynch
Creative
Laura Murphy
Creative
Molly McAleavely
Account Director
Page updated
Google Sites
Report abuse