Nursery owner David Sonter takes centre in CGU’s latest instalment via Cummins&Partners
CGU and Cummins&Partners have teamed up to provide the next instalment in the ‘See It Through’ brand story.
Following the campaign launch earlier this year, CGU have built upon the brand platform by once again scouring its customer database to select a small business that epitomised ‘See It Through’. Nursery owner, David Sonter, was chosen for his determination to succeed, having rebuilt a business completely destroyed last October by the Blue Mountains bushfires.
Having successfully surprised small business owner, Max Cunningham, earlier in the year, the bar needed to be raised. So teaming with production partner, Will O’Rourke, Cummins&Partners embarked on an ambitious way to let Sonter see his success for himself: make him the surprise guest of honour at a community breakfast and then screen his story, live across Australia, on Channel Seven’s Sunrise in front of his family and friends.
The campaign is centred around a moving content piece that takes the viewer through the last year for Sonter’s Nursery as told by Sonter, his family and colleagues. All through-the-line communications have been made with the intent to drive action and participation, directing viewers online to the long form content.
The idea’s multichannel approach sees content being conveyed via TV, radio, print, digital, social, search and direct marketing.
Client: CGU
National Manager –
Brand & Corporate Comms – Alistair Marshall
Manager Brand – Julia Nelson
Agency: Cummins&Partners
CEO: Sean Cummins
ECDs: Ben Couzens & Jim Ingram
Creative Director: Doogie Chapman
Art Director: Connor Beaver
Chief Strategy Officer: Adam Ferrier
Group Account Director: Georgina Pownall
Senior Integration Manager: Victoria Beranger
Head of Broadcast Production: Jess Thompson
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 – offline: Tim Parrington
Colourist: Fergus Hally
Editor – online: Vivienne Baker
Stills Photographer: Thom Rigney/Toby Burrows
1 Comment
Nice one guys!