La Trobe Financial, an Australian brand specialising in asset management and real estate lending solutions, has launched a new marketing campaign titled ‘Grandpa’s Gift’. Developed by creative agency Bastion, the work marks a significant shift from product-centric to human-centric messaging .

‘Grandpa’s Gift’ is the first new campaign from La Trobe Financial in years, aligning with the company’s ethos of helping Australians achieve financial independence. The integrated campaign, which launched on April 8, will run across television, print, display, social, and out-of-home media. It aims to celebrate a life of well-managed investment choices that provide freedom in later years and demonstrate a connection between generations.

“For over 70 years our clients have relied on us to look after them, so they can look after those they love. With this as our foundation, we have created a campaign that we think truly captures the hearts of our investors,” La Trobe Financial CEO, Chris Andrews, said. “It depicts, in a beautiful way, our investor base and puts the focus on those who are seeking a prosperous future and a dignified retirement. The campaign celebrates a life of well-managed investment choices that affords freedom in later years. It shows a connection between generations and taps into our universal desire to care for our families through everyday acts of kindness. We are one of Australia’s leading retirement income providers and this campaign captures the people we serve in a very heart-felt, human way.”

La Trobe Financial appointed Bastion as its creative agency in late 2023 following a competitive pitch process. Its Chief Creative Officer, Simon Langley, also commented on the campaign’s unique approach.

“In a world of golf, convertibles and walks along beaches at magic hour, this takes a different approach in tone and message – capturing the importance of having the funds not just for your retirement, but to be able to provide for or treat those you love,” he said.