WA Super: Super is Boring

WA Super, a superannuation fund, kickstarted a conversation about the 'boring' topic of superannuation in Western Australia and encouraged more people to engage with their superannuation fund with the campaign Super is Boring.

Challenger Brand Strategy.

Celebrating the success of disruptive, game-changing work for an aspiring brand that uses progressive thinking and innovative creativity to challenge the status quo. Describe the core strategic thought and its positive effect on brand value by challenging the dominant narrative conventions in their category.

WA Super: The year's most exciting, super boring advertiser.

How leaning in to apathy kick-started a surprisingly boring conversation about superannuation.

In a place like Western Australia, used to riding the highs of a mining-led, resource based economy, asking people to engage in long-term financial planning (while they're busy living their lives) has...

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