Standard Life Encourages Thinking Ahead For Retirement

Standard Life has launched its most significant brand campaign in over a decade in partnership with McCann London. Their new ‘For the life we live’ brand platform was developed in collaboration with McCann and highlights how everyone’s journey to retirement is shaped by the big life moments we encounter along the way.

Standard Life’s role in supporting people create a retired life they want to live is explored across the extensive consumer brand campaign developed by McCann. By featuring two adverts ‘New Grooves’ and ‘Horizons Unleashed’ the campaign showcases the big life moments that change the course of people’s lives and encourages people to engage with their financial futures to build the life they want to live in retirement.

By exploring life’s natural trigger points – retirement, career changes, divorce, caring responsibilities – Standard Life is encouraging everyone to rethink planning and saving, as something that supports a life you’d want to live.

Ben Rhodes, Brand & Marketing Director at Standard Life said: “We hope this campaign encourages people to think about retirement and what they want it to look like for them.

Standard Life is there for all the big moments in people’s journey to and through retirement and we hope this campaign inspires customers to engage with their financial futures and build the life they want to live.”

The campaign highlights that retirement isn’t fixed, but shaped by the choices, surprises, ups and downs that happen along the way.

Matt Crabtree, creative director at McCann London, said: “Life rarely unfolds in a straight line, which is probably what makes it feel truly ‘lived’. We have loved working with Standard Life to create a brand platform, that celebrates the twists, turns and unexpected detours that shape who we become, right up to and into retirement.

This campaign is made up of honest, human stories from an iconic brand that understands ‘us’ because it’s made of us, encapsulating their position as the down to earth retirement champion for modern life. A big thank you to those same brilliant, trusting people for letting us join their journey to build this future‑fit platform with them. Ace.”

The campaign will run for twelve weeks with the aim of strengthening the Standard Life brand at key customer decision points in people’s journey to and through retirement and helping inspire customers to engage with their financial futures.

Credits:

Agency - McCann

Managing Partner - Lucy Nebel

Senior Account Director - Lucy Tittensor

Account Director - Daniel Evangelopoulos

Group Strategy Director – Ruth Pateman

Strategy Partner – Ira Lyon

Creative Director - Matt Crabtree

Senior Art Director - Alex Shapowel

Senior Copywriter - Mick French

Senior Designer – Olga Angelaki

Production Company - Omnicom Production

Robert Wildsmith - Head of Content Production

Chloe Brown - Senior Agency Producer

Jayde Thomas - Senior Shoot Producer

Director - Zak Razvi

DOP - Sy Turnbull

Casting Director - Aisha Bywaters

Photographer - Jacob Niblett

Post Production Facility - Omnicom Production

Executive Post Producer - Luke Stazaker

Senior Post Producer - Gurmiel Singh

Online Editors - Josh Van Der Velden & Josie Farrugia

Colour Facility - Electric Theatre Collective

Colourist - Jason Wallis

Colour Producer - Alex Carswell

Music -

Artist - Jacob Banks

Title - What A Wonderful World Re-record

Music Supervisor - Chris Graves, Omnicom Production

Audio Post - King Lear Music & Sound

Audio Engineer - Dugal Macdiarmid

Head of Production - Natalie Curran

Audio Producer - Matthew Steven

Offline Edit Facility - Ten Three -

Editor - Liam Bachler

Client – Standard Life

Ben Rhodes – Group Brand & Marketing Director

Harriet Gorbeck - Head of Brand Marketing and Experience

Kelsey Offord – Head of Content Marketing

Carrie Coles – Senior Campaign Manager

Sharon Smyth - Head of Marketing Excellence

Lynsey Walker – Head of Brand

Rachael Hufton – Senior Brand Manager