We worked with Australian superannuation provider GuildSuper and Guild ChildcareSuper to name, create, brand and launch the revolutionary SUPERSUPER™ product to market.

Our challenge was to change the way superannuation is talked about and framed. GuildSuper chose to work with Double Denim because of our research insights and our scroll-stopping creative approach.

We carried out extensive audience development, product naming, brand positioning, and key messaging. Designed to appeal to a wide female audience, the brand look and feel cuts through the typical imagery of the superannuation industry.

We cast one of Australia's top comedians Tessa Waters to embody four super personalities depicting the different attitudes of a woman’s journey to retirement.

As our SUPERSUPER™ guide, she shows members how easy it is to contribute to super through everyday shopping, watching their funds build up thanks to compound interest.

Shop it up and top it up!

Working with the kweens at Double Denim on the SUPERSUPER™ campaign was a dream gig for me as a comedian. Not only was it super fun to play with all these hilarious characters, the strong all-female production team headed by Director Loren Taylor really trusted me and gave me space to let my comedic talent run wild. One of my favourite gigs I've had, and for a product I genuinely think is making the world a better place.

Tessa Waters


Winner of the combined panel and crowd Award for 'Innovation in Communication' from the World Pension Summit at the Hague, Netherlands.

Winner 'Best Creativity in Brand, Product or Service Marketing (VIC)' at the Australian Marketing Institute Awards for Marketing Excellence

Selected Press

SUPERSUPER™ (Channel 7 News, Sydney)

New scheme helps mums contribute to super while on maternity leave (Kidspot Lifestyle)

Rewards program to boost super savings (Financial Standard)