Nest has partnered with animation studio Aardman to launch a new advertising campaign for Nest aimed at raising awareness and driving engagement with workplace pensions.
The campaign went live on Youtube at the end of September. These short animated films, featuring birds, living in a giant ‘Nest ‘tree, and are voiced by the comedian and musician Bill Bailey.
Aardman is best known for its Wallace & Gromit films, with the studio now also involved in producing short films and commercials. These animations are designed to highlight problems people encounter in their everyday working life, while reminding them their pension is still growing in the background.
Scenarios include a parakeet hair stylist with a nervous client, a dove waiter serving a messy woodpecker, a bullfinch struggling at a supermarket checkout, and a bluetit grappling with video call glitches while working from home.
The adverts finish with the streamline “together, we’ll build you a bigger pension”.
Nest said these films aim to make pensions more relatable and less intimidating, and use Aardman’s “trademark humour” which they hope will encourage more people to take an active interest in their retirement savings.
Nest’s director of brand Pippa Strut says: “We’re excited to see our new campaign take flight. One in three UK workers now save with Nest – that’s more than 13m 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. Partnering with Aardman 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 adds: “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 has also worked with the creative agency Atomic London to launch these films.
