REST Industry Super wanted to reposition retirement as a beginning rather than an ending.

Too often, getting older is framed as decline… as if the best years are behind you. But Australians over 70 are living more active, adventurous, and fulfilling lives than ever before. 

The problem isn’t ageing, it’s the outdated perception of what retirement looks like. That’s why we created a fun upbeat radio campaign and posters to highlight that with a good super plan, you can simply “Enjoy What's Next”.