Mark Molloy Directs 3-Minute Yacht Heist for MLC, Anchoring 171-Asset Retirement Campaign
Updated
Updated · Little Black Book - LBBonline · Sep 7
Mark Molloy Directs 3-Minute Yacht Heist for MLC, Anchoring 171-Asset Retirement Campaign
3 articles · Updated · Little Black Book - LBBonline · Sep 7
Summary
A 3-minute caper film is the centerpiece of MLC’s new superannuation push, with Mark Molloy directing a crew of Australians trying to rob a superyacht before the ad lands on its retirement message.
171 film assets will roll out over the next 18 months across TV, cinema, BVOD, SVOD, OOH, social, radio and owned channels, giving MLC a full-funnel campaign from awareness to acquisition.
MLC is using the over-the-top heist to argue Australians should not have to do the impossible to retire well, shifting the category message from a final balance to a lifelong retirement plan.
Princess called the production its biggest yet, a year after its first MLC work with Matt Berry, with Elliott Wheeler scoring and FIN Design, 750mph and Sonar Music supporting post-production.