Australia – MLC has unveiled a new brand platform, ‘A Lifetime in the Making’, marking a major relaunch of the financial services company. The campaign features comedian and actor Matt Berry and was directed by Alex Roberts from production company Finch.
The launch takes a different approach from traditional superannuation advertising, opening with the line, “MLC doesn’t care about the future.” The campaign focuses on helping Australians make financial decisions in the present rather than depicting distant retirement scenarios.
Developed in partnership with independent creative agency Princess, the brand platform is designed to reflect MLC’s work across superannuation, retirement, investments and financial advice. According to the company, it positions MLC as a brand supporting Australians at every stage of their financial journey.
“This relaunch is about more than a campaign. It’s about reframing how Australians think about super and retirement. Our brand platform A Lifetime in the Making captures MLC’s long-term commitment to helping people unlock their potential, every step of the way,” said Renee Howie, chief customer officer at MLC.
For Princess, the agency founded earlier this year by Beth O’Brien, Cameron Bell, Sam Dickson and Jonny Berger, the project represents a significant early milestone.
“MLC asked us to help relaunch their iconic brand with a platform for the future. A Lifetime in the Making gave us the foundation to be bold, to break clichés, and to create a disruptive campaign that looks to challenge category conventions and reframe the meaning of retirement,” said the Princess founders.
Media agency Kaimera developed the campaign’s amplification strategy. “We are incredibly excited to be part of launching a new era for MLC. Princess has built a brilliant platform with huge potential, our job is to ensure it gets the attention it deserves through a well crafted, high impact media strategy,” the agency said.
“Having Matt Berry employ his wry wit and pitch perfect delivery to land the campaign’s message has been incredible. It’s all been created in true partnership with the great team at MLC, and we’re looking forward to building on the platform together well into the future,” added Princess.
