Suncorp Releases New Netball Campaign, The Drive, Via Leo Burnett

Suncorp Releases New Netball Campaign, The Drive, Via Leo Burnett
B&T Magazine
Edited by B&T Magazine



As principal partners of Netball Australia since 2017, Suncorp has launched ‘The Drive’, a story that aims to show the brand’s commitment to netball and women’s sports.

Created by Leo Burnett, the film is told through the lens of one family’s apparent dedication to their daughter and her journey to the elite level of netball.

It’s a way of attempting to convey that Suncorp, an insurance company, is as “committed to netball as all the players, their families and fans”.

Suncorp’s executive general manager of brand and marketing, Mim Haysom, said: “Netball has the most emotionally engaged fan base in Australia.

“As a brand known for taking action and championing girls’ confidence through sport participation, we wanted to harness this connection through relatable storytelling that demonstrates the Suncorp Spirit.”

Leo Burnett executive creative director Andy Fergusson added: “This story was inspired by netball player Lara Dunkley, whose parents clocked up over 2,000km a week driving back and forth to training and games.

“It’s a level of dedication that sounds extreme on paper but is also universally understood by parents who support their kids at the courts, fields, and pitches of Australia every weekend.

“It’s also the same level of support that Suncorp has shown netball itself.”

The campaign film is supported by netball broadcast integration on Channel Nine and a multi-channel campaign.

Credits for the campaign are as follows:

Client: Suncorp

Executive general manager, brand and marketing: Mim Haysom

Group head mass brands and sponsorship: Rapthi Thanapalasingam

Manager, group sponsorships: Jenny Hutchison

Sponsorship lead: Gabrielle Emmett

Sponsorship specialist: Lisa Rees

Suncorp Group brand manager: Kirsten Wiskar

Creative agency: Leo Burnett Australia

Chief creative officer: Jason Williams

Executive creative director: Andrew Fergusson

Creative director: Nigel Clark

Creative director: Adrian Ely

Head of strategy: Graham Alvarez-Jarratt

Connections planning director: Alexandra Nel

Chief client partner: Amanda Wheeler

Group business director: Grace Vizor

Senior business manager: Charles Todhunter

Business executive: Sidonie Young

Head of production: Adrian Jung

Integrated producer: Lauren McMahon

Multimedia studio manager: Dan Crozier

Production company: GoodOil

Director: Curtis Hill

Executive producer: Juliet Bishop

Producer: Tracey-Lee Permall

Post-production: ARC

Sound and music: SongZu

Stills production: Infinity Squared

Media agency: OMD




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