TelstraSuper "Road to Retirement" Website - Home

TelstraSuper “Road to Retirement” Website – Home

The overall look and feel of the campaign was inspired by the original print campaign, which only featured a paper model of a Winnebago. We then devised an illustrated cartoon version reminiscent of American-style road-trip films to make it funny and engaging for the audience.

 
TelstraSuper "Road to Retirement" Website - Choose Journey

TelstraSuper “Road to Retirement” Website – Choose Journey

In the campaign there are three audience groups represented: Baby boomers – Within 0-20 years of retirement age, represented by a Winnebago; Generation X – Within 10-30 years of retirement, represented by a Lamborghini Countach; Generation Y – Within 30+ years to retirement age, represented by a futuristic hover car.

 
TelstraSuper "Road to Retirement" Website - Car Introduction

TelstraSuper “Road to Retirement” Website – Car Introduction

Before the audience embarks on their retirement journey, they’re introduced to the character through a whimsical animation. Whimsy!

 
TelstraSuper "Road to Retirement" Website - Journey Intro

TelstraSuper “Road to Retirement” Website – Journey Intro

Before the audience goes on their trip, they see the whole map — each one themed per audience group. This one is for Generation X.

 
TelstraSuper "Road to Retirement" Website - Car Journey

TelstraSuper “Road to Retirement” Website – Car Journey

The view follows the journey of the audience’s selected car through the various twists and turns on the way to their retirement age.

 
TelstraSuper "Road to Retirement" Website - Journey Points

TelstraSuper “Road to Retirement” Website – Journey Points

When a car reaches each point, an information window pops up allowing the audience to read and explore the various considerations and facts on investment and super fund management, before reaching their retirement age. In this example, the audience can view an example case study per character.

 
TelstraSuper "Road to Retirement" Website - End of Journey

TelstraSuper “Road to Retirement” Website – End of Journey

At the end of each journey, a call-to-action was placed to encourage connecting the audience to TelstraSuper. There is also a paper model download of each car.

 
TelstraSuper "Road to Retirement" Website - Baby Boomer Characters

TelstraSuper “Road to Retirement” Website – Baby Boomer Characters

The original campaign had the Winnebago, so I played up the aspect of baby boomers by representing them as tourists. In Australia its common for retirees to travel the country in camper-vans. I modelled these two characters partially off my own grandparents who often travel up and down New Zealand in their red camper-van.

 
TelstraSuper "Road to Retirement" Website - Generation X Characters

TelstraSuper “Road to Retirement” Website – Generation X Characters

For generation X we went a different direction and played on the nostalgia aspect of the 80s. Miami Vice and punk rock inspired these two.

 
TelstraSuper "Road to Retirement" Website - Generation X Car

TelstraSuper “Road to Retirement” Website – Generation X Car

The Generation X car was based off a Lamborghini Countach, an awesome car that speaks nostalgic 80s to me. I used to have an awesome poster of one in my room growing up.

3D modelling by Pete Shand.

 
TelstraSuper "Road to Retirement" Website - Generation Y Characters

TelstraSuper “Road to Retirement” Website – Generation Y Characters

It was fun imagining ways that future people may dress and representing it in a cartoon style.