CGU Evolves “Tall Poppy” Campaign With Enormous 3D Billboard Via Thinkerbell

CGU Evolves “Tall Poppy” Campaign With Enormous 3D Billboard Via Thinkerbell
B&T Magazine
Edited by B&T Magazine

CGU Insurance has evolved its recently launched “Tall Poppy” campaign, created with Thinkerbell, Initiative and The Jim Henson Company, with further innovative and ambitious uses of media.

As part of a full outdoor media plan developed with Initiative, a 3D billboard featuring an eight-minute anamorphic full motion experience will run until 3 April.

CGU Insurance is the first brand to use oOh! Media’s “The Bourke” full motion billboard in Melbourne for this type of execution, which will see 100,000 pedestrians on average pass the site every day.

The iconic six storey screen showcases “Tall Poppy” breaking the fourth wall and stepping out to interact with the ‘in real life’ environment.

For a brand that stands for ambition, a fresh and innovative approach for CGU was critical.

In conjunction with Thinkerbell, CGU Insurance has also created a hard-cover book to help spread Tall Poppy’s story and the positive power of ambition. The book was published by Hardie Grant and illustrated by best-selling illustrator Heath McKenzie, and has since been shared with Australian insurance brokers.

CGU Insurance has also revealed a special build placement across LinkedIn. In the eye-catching placement, Tall Poppy and her recognisable long legs appear to step right out of the screen.

“CGU is a brand all about ambition, which demands ambitious creative ideas and ambitious media ideas to match. I love that we are going beyond the typical use of out of home and social to really bring the Tall Poppy idea to life,” said IAG CMO, Brent Smart.

According to Smart, the initial response to the campaign has been strong, driving talkability amongst not just the small business and insurance broker target segments, but also driving a larger cultural conversation.

Creative Credits

Client: CGU Insurance

IAG Chief Marketing Officer: Brent Smart

IAG Executive Manager, Intermediated Brands: George Exikanas

Integrated Communications Manager: Cath Bosson

Integrated Communications Specialist: Catherine Verge

Media Specialist: Lisa Jarvis

Media Lead: Tom Dodd

Corporate Communications Manager: Alexandra Peard

Media: Initiative

Managing Director: Sam Geer

Chief Strategy Officer: Chris Colter

Group Business Director: Elyse Foley

Communications Design Director: Emma Greenhalgh

Client Director: Alison Bongailas

Partnerships Director: Jessica Scott

Partnerships Manager: Nathan Vega

Creative and Earned: Thinkerbell

Head Brand Thinker: Gerry Cyron

National Chief Creative Tinker: Jim Ingram

Head Creative Tinker: Sesh Moodley

Lead Tinker: Simon Dall

Lead Tinker: Jasmine Subrata

Design Tinker: Morgan Brown

Head Group Thinker: Ruth Hatch

Lead Thinker: Imagene Callinan

Thinker: Sally Irving

National Head Production Tinker: Grant Anderson

Lead Production Tinker: Jessica Campbell

Production Tinker: Ruby Abrahim

National Head Earned and Owned Thinker: Anjana Khallouf

Lead Earned Thinker: Lauren Myers

Chief Thinker: Adam Ferrier

General Manager (North): Katie Dally

Chief Executive Officer: Margie Reid


Tall Poppy Film: Produced by The Jim Henson Company, CGU Insurance and Thinkerbell. Directed by Brian Henson.

Film puppets and character model for 3D Billboard: Jim Henson’s Creature Shop

Post Production (3D Billboard): Heckler

ECD & VFX Supervisor: Jamie Watson

SFX Post Producer: Coralie Tapper

ECD: Jamie Watson

Head of VFX: Tom Corbett

Creative Director: Mark Simpson

Lead Character Animator: Chris Mayne

3D Previs Animator: Rachel Tedesco

3D Modelling & Layout: Phillip Wang & Edward Hassan

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