PensionBee

Brand Campaign For The UK's Award-Winning Pension Platform

PensionBee, the award-winning pension consolidation platform, came to us with a problem: retirement is still sold through outdated stereotypes of golf courses and deckchairs, an ending rather than a beginning, and it was switching off the very generation PensionBee needed to reach, all against a backdrop of rising living costs and a State Pension age that keeps moving further away.

We solved this with "Born to Retire", a brand platform built around the hook "Who could you be with PensionBee?", inviting audiences to imagine their own retirement possibilities rather than accept a conventional narrative.

Every scene traces back to real research into what people actually dream of doing with their time, turned up to a gleefully exaggerated scale: retirees take on the Saracens rugby team, bake giant cakes and embark on their dream road trip, with PensionBee's distinctive yellow woven through every frame as an art direction thread rather than a logo slap.

We commissioned a rework of Steppenwolf's 1968 anthem "Born to Be Wild" to soundtrack the films, turning one of rock's great odes to freedom into the campaign's rallying cry and the platform's name. The idea flexed across an ambitious range of touchpoints, including TV spots, Channel 4 weather sponsorship, Video on Demand, out-of-home advertising, social and digital display, with each format holding the campaign's bright, confident tone whether that meant a punchy 6-second YouTube bumper or a longer-form TV execution.