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Colonial First State: When I Grow Up

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Traditionally, Australians are meant to retire happily after 40 years of work, but many reject the stereotypes of retirement, which no longer match the expectations or desires of many Australian pre-retirees. Many people are seeking to enter this new phase of life on their own terms, injecting it with new purpose and a desire for ongoing fulfilment and meaning. 'Retirement' is the beginning of their second half. A second half that isn't defined by what they did in their first half.
So, the campaign asks Australian pre-retirees an important and unexpected question: ‘What do you want to do when you grow up?’
Credits Other credits

Chief Customer Officer - Todd Stevenson

Senior Brand Manager - Caitlin Shennan

Brand Manager - Jane Krajacic

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