The Association of British Insurers (ABI), the Pensions and Lifetime Savings Association (PLSA) and Teamspirit, the UK’s leading financial services integrated communications agency, have launched a new brand platform to call on the nation to ‘Pay Your Pension Some Attention’.

The campaign is an unprecedented, industry-led engagement campaign funded by a large proportion of the pensions industry and is the first chapter in a three-year behaviour change Pension Attention program. The aim is to raise awareness of pensions and improve engagement rates across the working population.

Teamspirit created and led the integrated campaign with media planning and buying from sister agency VCCP Media and additional support from production studio, Girl&Bear.
The centrepiece of the campaign is an original track with supporting film ‘Pay Attention' which takes the form of a music video and reveals UK Grime star Big Zuu as the new ambassador. The film shows Big Zuu encouraging listeners to pay attention, ask questions and think about future intentions, offering a refreshing and catchy take on a topic misunderstood by many.

The innovative creative approach marks the start of the industry’s Pensions Engagement Season and breaks with traditional industry norms to maximise cut through, reach new audiences and generate lasting talkability.

This professional campaign titled 'Pay your pension some attention' was published in United Kingdom in October, 2022. It was created for the brands: Pensions and Lifetime Savings Association and The Association of British Insurers, by ad agencies: Girl&Bear, Teamspirit, and VCCP Media. This Integrated medium campaign is related to the Finance industry and contains 1 media asset. It was submitted about 1 year ago.


Executive Creative Director – James Maxwell
Creative Director – Spencer Davies
Managing Director – Montserrat Tojeiro
Account team – Megan Marshall, Elinor Griffiths, Sophie Sheard
PR team – Ursula Delaney, Kathryn Cleaver
Media team – Tara Marus, Harry Evans at VCCP Media
Production – Girl&Bear
Music producer – Crafty 893
DOP – Keith Gubbins


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