The Australian Retirement Trust (ART) is calling on Australians to realise the 'monstrous' potential of their superannuation in a new campaign fronted by a literal monster.

The campaign, 'Awaken Your Super', seeks to challenge the perception that superannuation isn't as active, interesting, or relevant as other financial assets. It uses the metaphor of a 'monster' to represent the power of superannuation, encouraging people to take control of their 'monster' with ART.

The campaign launch is spearheaded by a hero film and is supplemented by a suite of Out-Of-Home (OOH) placements, social media activities, and bespoke integrations.

ART's EGM, Marketing & Digital, Simonne Burnett, said: "Despite our size, we are an incredibly young brand in the financial landscape, and we need to rapidly build awareness and trust with Australians if we’re going to drive growth beneficial to our members. The creation of a campaign that gets people thinking differently about the relationship they have with their super, in a compelling and distinctive way, is fundamental to us achieving this ambition. In a category that struggles for differentiation, we’re immensely proud of where the work has landed and its potential to help Australians achieve better retirement outcomes."

The campaign was developed in partnership with the M&C Saatchi Group. with M&C Saatchi handling creative and Bohemia running media. It was created in response to a brief set by Burnett to build awareness and trust with Australians and drive growth beneficial to ART's members.

CEO of M&C Saatchi, Michael McEwan, said: "Superannuation is the largest financial asset for many Australians after the family home, yet the powerful role it can play in our lives is too often overlooked. This work assumes a leadership stance and invites Australians to awaken their super and see what it’s capable of with ART. We are incredibly proud of the work and it’s a testament to the tight integrated team that brought it to life."

The campaign was brought to life through the directorial lens of The Glue Society and is underpinned by a media strategy designed to enhance the 'awaken your super' message.

CEO of Bohemia, Paul Hutchison, said: "Working as a fully integrated media and advertising team has given us the perfect opportunity to harness the combined power of creativity and media to hand select monstrous media placements that enhance the 'awaken your super' message."