Cummins&Partners has released part two of CGU’s ‘See It Through’ campaign which focuses on the life of Tasmanian oyster farmer, Max Cunningham.
Cunningham lost everything during the bush fires in 2013 but hard work and the right insurance has helped him rebound.
The creative agency and production partner, Will O’Rourke, decided to help Cunningham acknowledge his success by creating a live stage play about his life.
Cunningham was invited to see the show, completely unaware that he was the star.
“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 release said.
The campaign will see content play out via TV, radio, print, integrated programming, digital, video, pre-rolls, digital display, Facebook, Linkedin, search, sponsorship, direct marketing and social.