CGU launches the first instalment in its new ‘See It Through’ campaign via cummins&partners

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CGU Play.jpgcummins&partners latest work for CGU heralds the first iteration of CGU’s new enduring brand platform ‘See It Through’.

 

The campaign highlights CGU’s purpose of ‘protecting tomorrow so you can enjoy today’, with a particular focus on small business.  The communication shows that CGU understands how small businesses need to celebrate their success, but working so hard, many of them just don’t get the time to do so.

 

Three months in the making, the first instalment focuses on Max Cunningham from Marion Bay Oysters, Tasmania – just one of the hundreds of thousands of small businesses insured by CGU.

 

Max believed he was to have a small part in a new testimonial campaign. But cummins&partners, together with production company, Will O’Rourke, had much bigger plans. After spending time getting to know Max, they then set about turning his life story into a half-hour scripted stage play.

 

To allow Max to see the success everyone else could see, every detail of his life was carefully researched and faithfully recreated on stage through sets, props and casting.  He then received a surprise invitation to a show in Tasmania’s Franklin Theatre, completely unaware that he was the star.

The full reveal of Max’s story will role out over the coming weeks.

 

This multichannel approach sees content being conveyed via TV, radio, print, integrated programming, digital, video, pre-rolls, digital display, Facebook, Linkedin, search, sponsorship, direct marketing, social.

 

Says Jim Ingram and Ben Couzens, joint ECDs: “This campaign is a prime example of the work we’re proud to produce at cummins&partners; work that is built from a strong, enduring brand platform, work that is based on a simple and very true insight and work that is executed within an inch of its life. Witnessing a small country theatre come to life with the full Will O’Rourke treatment was truly special and we can’t wait to share that with the world.”

 

The series will continue with more of Max’s story and more small business pearls of wisdom in the coming weeks.

Client: CGU

National Manager, Brand & Corporate Communications: Chris Jackson

Manager, Brand & Corporate Communications: 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 House: Will O’Rourke

Directors: The Glue Society (Peter Baker & Paul Bruty)

Producer: Helen Morahan

Director of Photography: Rob Marsh

 

Post Production: The Butchery / The Refinery

Editor: Tim Parrington

Stills Photographer: Thom Rigney