Why Equip Super Chose Octopus and Chicken

In a category often dominated by predictable visuals such as sunsets, beach walks, and performance charts, Equip Super chose a more distinctive creative route. With its new campaign, “Super Equipped,” the brand introduces octopus and chicken as two memorable characters designed to reflect real behaviours around superannuation. This approach helps Equip Super stand out in a crowded market while making the topic feel more human, accessible, and engaging.

A Fresh Approach to Superannuation Advertising

Superannuation advertising has traditionally leaned on rational messaging and generic lifestyle imagery. Equip Super moves away from that formula by using character-led storytelling to create stronger emotional connection and brand recall. Instead of focusing only on numbers and future outcomes, the campaign speaks to the way people actually behave, making the message easier to understand and remember.

The Insight Behind the “Super Equipped” Campaign

At the heart of the campaign is a simple behavioural truth: Australians tend to approach super in very different ways. Some people are passive, rarely checking their fund or making informed decisions. Others are proactive, curious, and focused on getting the best possible result for their future. By identifying these two mindsets, Equip Super builds a campaign that feels relevant to a broad audience and grounded in real life.

What Chicken and Octopus Represent

Chicken represents those who do not actively engage with their super. These are the people who may make quick decisions, avoid reviewing their fund, or simply not know enough about how their super works. Octopus, by contrast, represents the super-savvy audience. Curious and considered, octopus reflects people who take the time to explore their options and look for ways to improve their retirement outcomes. Together, the two characters create a clear and relatable framework for understanding different customer attitudes.

How the Campaign Makes Super More Relatable

One of the campaign’s strengths is its ability to make a typically complex and low-interest financial product feel more approachable. Superannuation can often seem distant or confusing, especially for people who are not actively engaged with it. By using humorous, charming, and easy-to-recognise characters, Equip Super simplifies the conversation and invites more people to pay attention. The message becomes less intimidating and more relevant to everyday life.