Insurer Suncorp has unveiled ‘Resilience Never Rests’, an extension of the brand’s long-term resilience platform, created in partnership with Leo Australia, that acknowledges the uniquely dual nature of life in Queensland, a state defined equally by natural beauty and extreme weather.
The campaign brings to life the reality of Queensland’s weather that locals know well: where paradise and volatility co-exist and can shift in an instant. It highlights the actions Queenslanders can take to prepare for these extremes, positioning resilience not as a reaction to disaster, but as the thread that helps Queenslanders move confidently between two realities.
With production led by Scoundrel, the creative was shot entirely in-camera by UK director Sam Brown. The storybook-style stage play, showcases the volatility of Queensland’s climate imagined through the eyes of a young girl as she embarks on her journey home, resilient to the extremes of the sunshine state. The approach eschews the category’s reliance on disaster tropes and creates something visually arresting and unexpected.
“Queenslanders don’t experience nature in one way; they live with both its beauty and its risk, and therefore resilience is a necessary way of life. As Queensland’s largest insurer, proudly based here for over 100 years, no one understands better than Suncorp that Queenslanders don’t simply switch resilience on when disaster strikes, they need to build, prepare, and recover, and we are beside them for every step of that journey,” said Mim Haysom, CMO and executive general manager brand and customer experience, Suncorp.
“Resilience Never Rests reflects Suncorp’s commitment to protect what matters most: our customers homes, families, and communities.”
“This campaign strikes a chord because of its truth – Queensland is beautiful, but living there has its challenges. This paradox is part of the defining experience of being a Queenslander. By holding both realities in the same frame, the work reflects what people experience every day. With Suncorp being a Queensland insurer, from Queensland, this was so important to represent,” added Tim Woolford, ECD at Leo Australia.
“This has been such a wonderful, rewarding project to be a part of. There is so much care in every frame in this film, and collaborating with Sam and his team on this has been a career highlight.”
The platform continues to build on Suncorp’s long-standing investment in resilience. This includes initiatives such as One House, which demonstrated how homes can be designed to better withstand natural hazards, and Haven, Suncorp’s data-led platform that turns complex risk information into clear, practical steps, tailored to every home in Australia.
The Tale of Two Queenslands will launch in May, rolling out nationwide across TVC, online video, out-of-home, social, and digital.
You can experience Queensland’s weather for yourself next week at Cairns Crocodiles!
Credits:
Suncorp
Mim Haysom – EGM Brand and Customer Experience
Rapthi Thanapalasingam – Head of Brand and Content
Travis Hughes – Marketing Manager
Sally Frank – Marketing Lead
LEO/Publicis Production
Clare Pickens – Chief Executive Officer
Andy Fergusson – Chief Creative Officer
Tim Woolford – Executive Creative Director
Stacey Karayannis – Creative Director
Rosie Stone – Associate Creative Director
Tim Yates – Senior Art Director
Amanda Wheeler – Chief Client Partner
Alex Barkworth – Group Business Director
Ali Jeffrey – Senior Business Manager
Mitch Hunter – Group Strategy Director
Michael Demosthenous – National Director of Production
Leigh Woodhams – Senior Producer
SCOUNDREL
Sam Brown – Director
Polly Ruskin – Producer
Adrian Shapiro – Co-Founder /Executive Producer
Aaron McLisky – DOP
Production Designer – Herman Lampen
POST – ARC
Editor – Lucas Baynes
Music and Sound – Studio Tonic @itsstudiotonic
Sound Designer – Simon Lister
Composer – Emma Greenhill at Studio Tonic
Chief Executive Producer – Emma Duncan
Executive Producer – Laura-Leigh Le Brocque
Music Director – Ramesh Sathiah
VO Artist – Phoebe Taylor
OMD – Media Strategy
Lisa Leach – Client Partner
Will Thornton – Business Director
Paul Baker – Head of Business Strategy
Bianca Eagles – Account Manager
Open Era – Media Implementation
Celia Blackwood – Managing Director
Sophie Setton – Connections Planning Director
Lee Vargas-Figueroa – Implementation & Activation Director
