MLC starts interactive exhibit in Australian Museum to save retirement
An interactive exhibit has been installed in the Australian Museum as part of a national marketing campaign for MLC urging Australians to save for their retirement.
Clemenger BBDO Melbourne and NAB Wealth created the “life-sized diorama” dramatising how retirement could become a thing of the past and retirees an endangered species in the Australian Museum in Sydney today, and will launch another live exhibit at Melbourne’s Southern Cross Station on Monday.
The Let’s Save Retirement campaign will be launched in print, outdoor, TV and digital channels on Sunday. It also features the new MLC visual identity created by brand consultancy PUSH Collective.
This is not what museums should be used for. Disappointed that the Aus Museum has shown little care for the integrity of the institution. Some places should not be used for private financial gain.
Is this inside the museum itself? Is there a sign indicating this is an ad. Children shouldn’t be exposed to this in a learning environment. It’s like putting an ad in a textbook.
Placement of this in a museum is very clever. it’s a good idea as a whole.
Great idea but this display belongs in the Museum of Contemporary Art not the Australian Museum.
This is a serious error of judgement that demeans the museum as a place of learning. The picture shows the “diorama” in the skeleton gallery – my favourite section. There’s St Mary’s church over the road – whack one in there why don’t ya MLC? I’d like to see whoever signed off on this at the museum, in the display.
I wonder if MLC will be providing an endowment to the Museum for intruding a public space of learning.. 🙂
That shit cray…ain’t it Jay?
What she order, fish filet?
MLC: Stooping to a new low.
Tough crowd above (sigh). It’s good.
Fantastic campaign! what part of this is not educational…….dinosuaurs