CGU Insurance Releases ‘Australian As It Gets’ Campaign Via The Monkeys

CGU Insurance Releases ‘Australian As It Gets’ Campaign Via The Monkeys

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.

Campaign Credits

Client: IAG

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

Retouching: Alexander Reznick




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