{"id":312151,"date":"2026-03-04T06:44:19","date_gmt":"2026-03-04T06:44:19","guid":{"rendered":"https:\/\/www.newsbeep.com\/nz\/312151\/"},"modified":"2026-03-04T06:44:19","modified_gmt":"2026-03-04T06:44:19","slug":"super-members-council-creates-enduring-icon-for-superannuation-in-new-work-via-thinkerbell-campaign-brief","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/nz\/312151\/","title":{"rendered":"Super Members Council creates enduring icon for superannuation in new work via Thinkerbell \u2013 Campaign Brief"},"content":{"rendered":"

\t\t\t March 4 2026, 9:26 am | BY Ricki Green | No Comments<\/a><\/p>\n

\t\t\t\t\t \t\t<\/p>\n

\t\t\t\t\t \tThe Super Members Council (SMC) has launched its first national education initiative, designed to transform how Australians think and feel about their superannuation. Research consistently shows that people struggle to grasp the long-term impact of compound returns. The further away you are from those returns, the harder it is. To bring super closer to young people and make its value more concrete, Thinkerbell has developed a new icon for the category: the Golden Super Goose.<\/p>\n

\u00a0<\/p>\n

At its heart, the idea reimagines the fable of The Goose That Laid the Golden Egg, distilling it to a simple human truth: when you look after something patiently, it rewards you over time.<\/p>\n

A focus on engaging under 40 year olds meant developing an integrated, targeted communications strategy, with content playing to the strengths of each placement\u2019s context.<\/p>\n

\t\t\t\t\t \t\t\t\t\t\t\t\t\t\t\"Super
\n\t\t\t\t\t\t\t \t\t\t\t\t\t\t\t\t\"Super<\/p>\n

The emotive, mass reaching film is planned to elicit fond feelings across popular subscription streaming services and online entertainment portals. Street posters and OOH in high dwell environments like nightlife districts and university campuses introduce more information, while native social content and a strong presence on TikTok extend the goose into culture and everyday conversation.<\/p>\n

Across all assets, interested parties are invited to visit a bespoke website (lookafteryoursuper.com<\/a>) developed to help answer questions that young people might have about super, all in the voice of the Golden Super Goose.<\/p>\n

Says Jess Torpy, Head Media Thinker, Thinkerbell: \u201cWe were able to bring our unique integrated thinking to the media, working hand in hand with strategy and creative to ensure media was part of the idea, not an afterthought. We built a connected ecosystem where every placement works hard on its own, and even harder together. \u201d<\/p>\n

\t\t\t\t\t \t\t\t\t\t\t\t\t\t\t\"Super
\n\t\t\t\t\t\t\t \t\t\t\t\t\t\t\t\t\"Super<\/p>\n

Says Georgia Brumby, Deputy CEO, SMC: \u201cOur ambition was to create something that makes super feel personal and tangible. For many Australians, particularly younger people, super can feel distant and abstract. The Golden Super Goose gives people a simple mental model, something they can visualise, understand and feel connected to over time. It\u2019s about encouraging Australians to actively look after their super \u2013 if you nurture your Golden Super Goose, protect it and pay attention to it, it grows. And when you retire, it looks after you.\u201d<\/p>\n

\u201cMost people understand logically that super is there to help fund your retirement, and that it\u2019s better if you leave it alone,\u201d says Jack Monro, Head Brand Thinker at Thinkerbell, \u201cBut logic rarely beats emotion when we make decisions. Our challenge was not just to make the future value of super clearer and closer for Australians, but to make it more warm. More human. So, obviously, that meant using a goose.\u201d<\/p>\n

\t\t\t\t\t \t\t\t\t\t\t\t\t\t\t\"Super
\n\t\t\t\t\t\t\t \t\t\t\t\t\t\t\t\t\"Super<\/p>\n

Client: Super Members Council (SMC)
Creative: Thinkerbell
Media: Thinkerbell
CX: Thinkerbell
Production: MOFA
Director: Jae Morrisson
VFX: 3P
Music: Electric Sheep
Sound: Rumble
Photographer: Lisa Sorgini
Web Development: Arcadian<\/p>\n

\u00a0<\/p>\n

Register for FREE HERE<\/a> and receive the Campaign Brief Daily Bulletin and\/or the global Best Ads Best of the Week Bulletin. \u00a0\u00a0 \u00a0\u00a0 \u00a0\u00a0 \u00a0\u00a0 \u00a0Subscribe to Campaign Brief Magazine<\/a>.<\/p>\n

#More Creative News\u00a0\u00a0 #No paywalls\u00a0\u00a0 #No annual membership fees<\/p>\n

Subscribe to Portfolio & Reel<\/a> for current listings of Australian and NZ ad agency and production company leadership and key personnel<\/p>\n","protected":false},"excerpt":{"rendered":"March 4 2026, 9:26 am | BY Ricki Green | No Comments The Super Members Council (SMC) has…\n","protected":false},"author":2,"featured_media":312152,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14],"tags":[138,246,111,139,69,244,245],"class_list":["post-312151","post","type-post","status-publish","format-standard","has-post-thumbnail","category-personal-finance","tag-business","tag-finance","tag-new-zealand","tag-newzealand","tag-nz","tag-personal-finance","tag-personalfinance"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/312151","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/comments?post=312151"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/312151\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media\/312152"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media?parent=312151"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/categories?post=312151"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/tags?post=312151"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}