Australia – Australia’s looming retirement wave is forcing financial brands to rethink the imagery long associated with growing older—and HESTA is betting many workers no longer see themselves in the standard brochure version of retirement.
The superannuation fund has launched a new campaign created by AKQA Australia aimed at challenging idealised portrayals of retirement and positioning the fund as a practical long-term partner for Australians approaching later life.
Built around the line, “Don’t tell me how to retire. Just help me do it,” the campaign presents retirement less as a glossy lifestyle aspiration and more as a deeply personal transition shaped by financial realities, individual priorities, and changing social expectations.
The campaign deliberately rejects familiar retirement advertising tropes centred on beach walks, golf courses, luxury travel, and financially carefree lifestyles.
Instead, it focuses on individuality, uncertainty, and the practical support many Australians increasingly seek as they prepare for retirement.
Lisa Samuels, Chief Experience Officer at HESTA, said retirement expectations differ widely across the population.
“We know that retirement looks different for everyone and we want to support our members in creating the future they want,” Samuels said.
“The transition to retirement can bring many challenges, and people often feel unprepared or apprehensive about how to push toward their goals,” she added.
The campaign marks AKQA Australia’s first major creative campaign for HESTA following an eight-year relationship focused primarily on digital transformation, member experience, and communications.
Sarah McGregor, Executive Creative Director at AKQA Australia, said the work intentionally pushed back against traditional retirement imagery.
“Our campaign pushes back against the predictable retirement dream built around quiet hobbies, long walks and expensive holidays,” McGregor said.
“We wanted to champion a different attitude, one that acknowledges the diversity and spirit of HESTA’s members,” she added.
The campaign will run across broadcast, out-of-home, digital, and social channels, targeting Australians approaching retirement age while reinforcing HESTA’s positioning as a long-term financial partner.
