CGU Insurance has launched its latest campaign ‘Australian as it Gets’ focusing on migrants and refugees who have become Australian business owners.
The campaign is based on a CGU Migrant Small Business Report which found that out of all Australian small businesses one out of three are owned by migrants and 83 per cent of migrant business owners did not own a business before moving to Australia.
Created by The Monkeys, the campaign includes a film that centres on Hamid Ranjbarian’s true story, a refugee from Iran and an owner of a painting business. It follows his story of resilience and sacrifice to become a proud Australian small business owner.
As part of the campaign The Monkeys also oversaw the design and photography of the CGU Migrant Small Business Report. Arming people with the facts about migrants and the incredible contribution they make to the Australian economy, the report also busts myths on some of the negative conjecture around migrants in Australia today.
Partnering with thousands of small business owners of all backgrounds, CGU has seen first-hand the positive impact cultural diversity has had on Australia’s business sector, with 33 per cent of small businesses owned by migrants. Yet according to the insurer, the significant contribution migrant small business owners make to our country is largely an untold story.
The Monkeys co-founder and group CEO Mark Green said of the campaign: “Small business plays a big role in driving the Australian economy and Australia’s migrants have made a huge contribution. This campaign celebrates these stories and The Monkeys are proud to play a part in helping to tell them on behalf of CGU.”
The 60-second film, directed by Exit Film’s Greg Wood, runs for three weeks across broadcast, online and on CGU Insurance’s social channels. A 90-second version will also be shown at short film festival Tropfest.
Brand: CGU Insurance
Chief Marketing Officer: Brent Smart
Marketing Director: Kate Wellard
Creative Lead: Louise Lynch
Marketing Executive: Claire Jewell
Creative Agency: The Monkeys
Co-founder & Group Chief Creative Officer: Scott Nowell
Co-founder & Group CEO: Mark Green
Creative Director: Ben Sampson
Senior Art Director: Chloe Banicevic
Senior Copywriter: Archana Murugaser
Head of Production: Thea Carone
Integrated Producer: Tanith Williamson
Executive Planning Director: Fabio Buresti
Strategic Planner: Henry Bilson
Design Lead: James Halliday
Designer/Finished Artist – Lucinda Hansen
Managing Director: Matthew Michael
Group Content Director: Humphrey Taylor
Senior Content Director: Samantha Heckendorf
Senior Content Manager: Jack Stone
Content Executive: Sophie Finckh
Production Company: Exit Films
Director: Greg Wood
Executive Producer: Leah Churchill-Brown
Producer: Fiona Pakes
DOP: Hugh Miller
Editor: Bernard Garry
Casting: Citizen Jane
Post Production: The Editors
Sound Design: Song Zu
Music: Manchester Orchestra
Photography Production Company: The Kitchen
Photographer: Toby Burrows
Producer: Zabrina Wong