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
Production
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
