Marvin OnumonuNest has teamed up with Aardman to launch a new pension awareness campaign.
The campaign features two animated stories on YouTube from today, 29th September, using Aardman’s signature style to show animated birds representing Nest members in typical working situations.
It aims to encourage people to take more interest in their pensions, with Nest’s research showing that one in three UK workers has a Nest pension.
The adverts are set in a large Nest tree where different bird species live and work together, highlighting the range of jobs held by real Nest members.
Each film is narrated by comedian and birder Bill Bailey.
Characters include a parakeet hair stylist and client, a dove waiter helping a woodpecker customer, a bullfinch at a supermarket till and a bluetit working from home.
Pippa Strutt, director of brand at Nest, said: “We’re excited to see our new campaign take flight. One in three UK workers now save with Nest – that’s more than 13 million people.
“With this campaign, we want to illustrate that pensions are an important part of our working lives, building quietly in the background.
“Pensions don’t have to be intimidating, and we want people to engage with them sooner, rather than later.”
Strutt added: “Partnering with Aardman, which like us is a purpose-driven organisation, allows us to bring this important message to life in a warm and accessible way.”
Steve Harding-Hill, creative director of short form & commercials at Aardman said: “We’re thrilled to bring Aardman’s trademark storytelling, warmth and wit to this new campaign for Nest.
“As a studio that’s long entertained the nation, it’s a privilege to help speak to that same audience about something as important as their future.”
Nest worked on the campaign with creative agency Atomic London, who developed a long-term brand strategy focused on Nest members.
The films will be available on YouTube.
