Liberty Group SA
Story of Retirement
When every financial services is company talking about retirement, we had to find a very new way to get Liberty to take charge of the conversation and change the narrative.
The ATL agency conceptualised the brand idea of 'Redefining Retirement' which saw retired SA thought-leaders and celebs, like Shadow Twala and Victor Matfield, come out of retirement for a hot-minute to speak about they lives after 60.
For the digital campaign, rather than simply amplifying the ATL work we decided to rock the proverbial boat a little and create conversations around "rewirement" - the act of using your retired years to do anything but settle down and take it easy. We took inspiration from the retired stalwarts coming out of retirement, and used that action as the rewirement catalyst to develop an entirely new narrative for Liberty to own and that stood completely independent to the rest of the industry.
We launched the campaign with edu pieces around "rewirement." The stories chosen for this phase were inspired* by real South Africans who chose to spend their retirements doing the things that they had always wanted to do, from finally pursuing their dream jobs to pivoting from what they had planned out for life after 60.
*We didn't have the budget to do a shoot, so we simply retold their stories using the closest Getty matches.
*We didn't have the budget to do a shoot, so we simply retold their stories using the closest Getty matches.
With the edu job well tracking on nicely, it was time to rock that proverbial boat that I mentioned earlier, and we did this with a little delight called (un)Job.
*The video portion of this phase was paused for the 2024-2025 fiscal due to budget constraints.
Creative Directors: Kelita-Ria Ganesh & Liesel Tiemesmann
Art: Liesel Tiemesmann
Copy: Kelita-Ria Ganesh
Senior Designer: Siyabonga Mabaso
