Silver Marketing Members PensionBee, has launched “Born to Retire”, its latest brand campaign which will run across connected TV, radio, out-of-home and digital channels.
The campaign was born from an observation about later life in the UK: too many people don’t picture themselves enjoying a good retirement at all. It feels like something that happens to other people, so they put off imagining it. PensionBee wants to challenge that thinking, helping savers see their retirement not as something to fear, but as an exciting new chapter that’s worth planning for.At its heart is a simple question: Who could you be with PensionBee? Rather than dwelling on what people haven’t done or prompting them to worry, “Born to Retire” celebrates what’s possible: the freedom to tour the country by campervan, take to the stage, grow a garden worth showing off or spend more time with the people you love.
Created in partnership with creative agency Wildish & Co. and set to Steppenwolf’s iconic Born to Be Wild (reworked by Brother Music), the campaign reimagines retirement as a time of reinvention rather than retreat. Each ad opens on a younger person being told they’re about to glimpse their retirement, before leaping forward to their older self living it out on a joyfully oversized scale, from a giant garden sculpture to an enormous cake.
Every scene traces back to something people told us in consumer research. Travel and hobbies topped the list of retirement hopes, at 64% each. Almost half (47%) wanted more sport and fitness, and 49% hoped to spend more time with friends and family. The campaign is a timely reminder that retirement is not the end of ambition.
Jasper Martens, Chief Marketing Officer at PensionBee, said:
“Everyone deserves a retirement they can look forward to. But too often, people don’t see themselves in that picture. They assume a great retirement is for somebody else – somebody richer, luckier or somehow better prepared.
“We wanted to challenge that thinking. Retirement shouldn’t be something people avoid imagining because it feels out of reach. It should be a future worth getting excited about. Building financial security isn’t the end goal, it’s what gives you the freedom to become more of who you are.
“Born to Retire is about joy and helping people picture that future with optimism. Because when you believe retirement is really for you, planning for it stops feeling like an obligation and starts feeling like an investment in the life you want to live.”
