CGU Insurance set to launch second phase of 'See It Through' campaign via cummins&partners

Max's Story 1.jpgCB Exclusive - After a successful three-week introduction, part two of the new platform for CGU Insurance breaks nationally this Friday, April 25.
CGU scoured their customer database to select a small business that epitomised the spirit of 'See It Through'. That led them to oyster farmer, Max Cunningham, from the remote east coast of Tasmania, who had lost everything during bush fires in 2013. But through hard work, and the right insurance, Cunningham's business has rebounded to be more successful than ever. So much so that he hadn't found time to acknowledge his success.

Max's Story 2.jpgSo cummins&partners and production partner, Will O'Rourke, chose an ambitious way to show him: turn his story into a live stage play and invite him along to see it, completely unaware that he was the star.
Every detail of Cunningham's life was meticulously recreated for the stage. Established theatre Max's Story 3.jpgactors were cast as the leads, a script was developed based on Cunningham's own words and actions while sets, wardrobe and props ensured his story was accurately portrayed.
On opening night, Cunningham received the surprise of his life. Inside a packed theatre, surrounded by family and friends, his reaction was more genuine and heartfelt than anything that could ever have been scripted.
The idea's multichannel approach sees content being conveyed via TV, radio, print, integrated programming, digital, video, pre-rolls, digital display, Facebook, Linkedin, search, sponsorship, direct marketing and social.

Client: CGU
National Manager - Brand & Corporate Comms  Chris Jackson
Manager Brand: Julia Nelson
Agency: cummins&partners
CEO: Sean Cummins
ECDs: Ben Couzens & Jim Ingram
Writer: Doogie Chapman
Art Director: Connor Beaver
Chief Strategy Officer: Adam Ferrier
Group Account Director: Georgina Pownall
Integration Manager: Victoria Beranger
Head of TV: Jess Thompson
Producer: Eliza Malone
Production Company: Revolver/Will O'Rourke
Project Director: The Glue Society (Pete Baker & Paul Bruty)
Executive Producer: Michael Ritchie
Head of Projects: Josh Mullens
Producer: Helen Morahan
Director or Photography: Rob Marsh
Post Production: The Butchery / The Refinery
Editor: Tim Parrington
Stills Photographer: Thom Rigney


mature said:

Top notch stuff folks

Paul A said:


Joe said:

I think I just had an emotion.
Tip-top. Well done Beav-tits.

Fly n dry waders said:

Great story of resilience keep up the good fight

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