Aardman birds bring pensions to life for Nest in new campaign

Nest, the UK’s largest workplace pension scheme, has partnered with animation studio Aardman to encourage people to take greater interest in their retirement savings. With one in three UK workers enrolled in Nest, the campaign highlights how pensions continue to grow in the background during everyday working life.

The campaign launched on YouTube with two animated films. Created by Aardman, the studio behind Wallace & Gromit, the stories feature humorous bird characters representing Nest members in everyday workplace situations.

Set in a giant Nest tree, the stories follow birds including a parakeet hair stylist, a dove waiter, a bullfinch shopper, and a bluetit working from home. Each character is focused on work while their orange pension eggs remain with them in the background, symbolising steady growth for the future.

Comedian and musician Bill Bailey narrates the films, which conclude with the line together, we’ll build you a bigger pension. Creative agency Atomic London developed the long-term brand strategy, placing Nest members at the centre of the campaign.

Pippa Strutt, Director Brand, Nest: "We’re excited to see our new campaign take flight. One in three UK workers now save with Nest – that's more than 13 million 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, which like us is a purpose-driven organisation, allows us to bring this important message to life in a warm and accessible way."

Steve Harding-Hill, Creative Director of Short Form & Commercials, Aardman: "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."

The creative approach seeks to make pensions relatable and approachable, shifting perceptions by using humour and familiarity. Nest aims to motivate people to take action earlier in their financial planning while reinforcing pensions as a natural part of working life.

www.aardman.com

www.nestpensions.org.uk

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