In 2019, Future Super was a grassroots pension fund invested for climate action. Despite having the strongest ethical screens amongst ESG (ethical, social, governance) funds, it was relatively unknown.
Research confirmed what we knew intuitively: people felt powerless against climate, unnerved by doom & gloom climate headlines, and anger at a lack of government action. It also showed that a small percentage of Australia's $3.4T pension pool could transition the country to 100% renewables by 2030.
The brand idea, super is power, led expression across performance marketing, brand campaigns, and internal communications.