Make saving for retirement look smart, fun and sexy β that was the aim. So we positioned leaving work as liberation, and your pension pot as a fund to enable it. I wrote βAre you contributing to the fund for your liberation?β as a campaign line. And inspired by 1960s civil rights posters, a talented Art Director brought the theme beautifully to life. A visual, written and strategic world away from the usual financial services crap β and one of my favourite campaigns as a result.
