Strengthen Your Pension

Client: The ABI and Pensions UK, on behalf of the pensions industry

When Ross Kemp swaps crime documentaries for crunches, you know it’s not your average pension campaign. In the backdrop of a growing retirement crisis, we borrowed from the world of wellness to deliver a powerful message about strengthening your financial future. While people are passive about their pensions, they are active when it comes to future health and fitness. Enter Ross and financial expert Bola Sol to help the public gain some serious pounds for their future, reframing pensions as something you can actively make stronger today, in an multi-channel, industry-leading campaign that smashed not only PBs, but all KPIs.