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

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




Please login with linkedin to comment

cgu insurance Initiative Thinkerbell

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]