CGU launches the first instalment in its new ‘See It Through’ campaign via cummins&partners
cummins&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
7 Comments
https://www.youtube.com/watch?v=UtWkVKSxA_Q
Nice one, Connor.
Not sure why you posted the link.
Could you explain, please?
I quite liked the idea of making someone’s life into a theatre production.
Charles..yes..it is about oyster farners…but have you missed the point here?
This is fresh smart and a great way to do a testimonial. I love it. Cannes worthy.
Yes CP, i totally get the big picture and I agree, it’s a big idea, but Cannes don’t pay out, even the Clue Society, on derivative work and the TVC (where they started according to the blurb) is derivative. Surely CGU has other clients. So many lifted shots done badly.
Oh Charles Charles Charles…the blurb and the starting vision is typical, and appropriate..and truthful…hardly derivative…the idea my good man, it is the idea that is the winner and original, get over it and embrace the idea…thats what Cannes look for.
It sucks. And it would be a pretty ordinary theatre piece. Shit Cannes worthy.