Rest, one of Australia's largest profit-to-member superannuation funds, has unveiled a new brand campaign titled 'Super.Simple'. The campaign, developed in collaboration with creative agency Reunion, aims to simplify the superannuation experience for Rest's 2 million members.

The 'Super.Simple' campaign is grounded in Rest's belief that simplification is key to engaging members with their super and supporting them towards a better retirement. The campaign uses humour to highlight everyday complicated experiences and Rest's mission to simplify the super experience.

"We represent around one-in-seven working Australians, including more than a million who are younger than 30 years old. Many of our members tell us they don’t understand super. We want to help change this by removing complexity at every stage of the super experience," said Deborah Potts, Rest’s Chief Member Officer.

The campaign will be featured across various platforms including broadcast TV, BVOD, cinema, out-of-home, digital and social media, as well as Rest's owned platforms. This multi-channel approach is designed to reach Rest's diverse member base, which spans various demographics and industries.

"It’s been a true journey of collaboration with the team at Rest to carve out a positioning which is totally fresh for the industry, both in execution and experience. We believe demystifying super in relatable terms will have an outsized impact in helping Rest members take control of their futures," said Ollie Beeston, Reunion’s Creative Partner.

Rest plans to continue delivering member initiatives throughout 2024 and beyond to provide simpler and easier experiences for its members. The 'Super.Simple' campaign marks a significant moment for the brand and its members, embodying Rest’s dedication to engaging members in their financial futures in a straightforward, impactful way.

"'Super.Simple' for Rest marks a significant moment for the brand and its members, embodying Rest’s dedication to engaging members in their financial futures in a straightforward, impactful way," said Justin Hind, Co-CEO and Founder of Reunion.

Established in 1988, Rest manages around $80 billion in funds as at 31 December 2023 and has around two million members. The launch of the 'Super.Simple' campaign is part of Rest's ongoing commitment to simplifying superannuation and helping its members understand and engage with their super.