Rest and Reunion Supercharge Simplicity with Next Campaign Phase

Following the success of its 'Super. Simple.' brand platform and campaign, Rest, one of Australia’s largest profit-to-member superannuation funds, is launching the next phase of the campaign in partnership with creative agency Reunion.

The second phase of the campaign continues to bring to life Rest’s mission to make the super experience simpler for members, says Deborah Potts, Rest’s chief member officer.

“The second phase of the ‘Super. Simple.’ campaign continues to support Rest’s work to remove complexity from super - by doing this we can strengthen members’ connection with their super, helping them to understand it, build confidence and take action.”

The 'Super. Simple.' platform, launched in early 2024, tackles the complexity of superannuation by using familiar, everyday situations to show how easy it is to manage super with Rest. The campaign’s first phase has already had a major impact, consolidating Rest’s position as one of the best known and highly considered super funds in Australia.

The latest phase extends the platform with the addition of a totally new element, the Rest Representative (Rep), a uniform-wearing character who personifies and embodies the Rest brand. Played by multiple actors, the Rest Rep appears across short-form social placements, joining mid-ad to ask “Is now a good time to talk about super?” before explaining complex superannuation concepts in clear, digestible terms, further encouraging audience engagement.

This phase of the campaign has also seen the application of Rest’s recently updated visual identity including a refreshed logo and colour palette into advertising and communications, which has been evolved to extend across broadcast and online film, OOH, social, and digital platforms. The new visual identity brings a fresh, modern look that supports Rest’s mission to make it super simple and engaging.

The campaign is composed of over 150 individual creative elements across TV, BVOD, cinema, out-of-home, digital, audio, and social media, delivering a consistent and connected experience across all channels. 

Ollie Beeston, Reunion’s creative partner, said, “We’ve doubled down on the humour and relatability that was so successful in round one while introducing the Rest Rep, a character whose superpower is breaking down tricky super concepts into easy to understand language. In fact, they’re so good at it that we figured what better way to show up than by interrupting our own ads?

Justin Hind, Reunion co-CEO said, "We’re thrilled to see ‘Super.Simple.’ evolve into this next phase. With the Rest, we’ve taken it up a notch, adding new layers that make super approachable in fresh, relatable ways. It’s all about making super feel simple for millions of hard-working Australians, and this phase takes us one step closer.”