Brighter Super Takes to the Sky

Posted 1 Dec

If you drove through the inner city this week, you might’ve spotted something a little unexpected: a hammock floating above the traffic, held aloft by a cluster of bright red balloons — and a very relaxed Queenslander kicking back without a care in the world. That moment wasn’t just a head-turner. It marked the launch of Brighter Super’s new brand campaign, brought to life with a special build designed to break through one of Australia’s most competitive categories. And when the brief is all about cut-through, confidence, and creating a lighter feeling about the future, you hang a hammock off a billboard and let the idea speak for itself.

The Challenge

Superannuation is a crowded space - especially in Queensland, where mega-funds dominate awareness and spend. For Brighter Super, strengthening brand visibility remains a strategic priority, where retirement decisions are front of mind and switching behaviour is high. The campaign needed to:

• Lift brand awareness across QLD
• Grow market share among 40–64-year-olds
• Support member retention through confidence and clarity
• Stand out well above the category’s visual and message clutter

Out-of-home was set to play a hero role and it needed to feel anything but ordinary.

Why a Special Build?

The creative idea centres on a simple truth: when your super is supported, life feels lighter. Brighter Super wanted to show that feeling - not just tell it. That opened the door to something physical, playful, and impossible to miss. So we suspended a real hammock off the face of a large-format billboard, extending the campaign’s visual world into the real one. The balloons lifted the message, the talent brought it to life, and the execution did exactly what the brand needed it to do: stop traffic, spark curiosity, and stand out on a major Brisbane arterial. For a category where reassurance, confidence, and trust are key, creating a moment people see and remember matters.

A Site Built for Impact

Placed in a high-traffic Kangaroo Point location (exactly where Brighter Super sought greater dominance) the build delivered maximum visibility for commuters and locals alike. This aligns with the fund’s focus on strong geographic presence across metro and regional Queensland, where brand familiarity has significant room to grow. Large-format allowed the campaign to:

• Reach the core audience at scale
  
• Reinforce brand stature with a high-impact visual
  
• Bring the creative concept to life in a uniquely memorable way
  
• Complement other channels including TV, radio, YouTube, and print
  

Bringing the Creative to Life

The installation amplifies Brighter Super’s core campaign idea of “support that carries you” — something the brief described as giving members the confidence to relax today, knowing their future is being taken care of. The special build:

• Extends the campaign from screen to street with physical elements
  
• Delivers emotional clarity - the lightness of being supported
  
• Provides category cut-through using scale, novelty, and movement
  
• Positions Brighter Super as a modern, member-first fund with local relevance
  

This is exactly the kind of creativity out-of-home is built for - making an idea tangible at a moment when people are already thinking about life, future and finances.

Why We Love This One

When a brand’s message is all about confidence, clarity and feeling lighter, showing that experience in a single, unforgettable moment is powerful. This build doesn’t just advertise Brighter Super; it embodies its promise. It’s bold, it’s joyful, it’s human, and it elevates the brand in a category not known for playfulness. And for the commuters who passed beneath it, it was a welcome reminder: the right support can lift more than just your super.