CGU Insurance launches Australia’s largest 3D full motion billboard via Thinkerbell, Initiative and The Jim Henson Company
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’ 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 is critical. Keeping emotive storytelling at its heart, CGU Insurance, in conjunction with Thinkerbell, has also created a hard-cover book to help spread Tall Poppy’s story and the positive power of ambition. Published by Hardie Grant and illustrated by best-selling illustrator Heath McKenzie, the book has been shared with Australian insurance brokers.
CGU Insurance has also pushed the boundaries on the social front with the reveal of 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.
Says Brent Smart, chief marketing officer, IAG: “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.”
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.
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
19 Comments
Huh? I have no idea what this means? What has this got to do with small business? Are tall poppies synonymous with small biz? I really don’t see the connection
And not one passerby looked up
this is getting worse as the campaign rolls out
Why does Poppy look like she’s been locked in a dark room staring at a bright light?
As a small business owner the idea of supporting and not cutting down tall poppies is very good (and obvious)
Is your small business Thinkerbell? Because as an owner of a small production agency I just don’t get it. I’ve never considered using Tall Poppy as a way of describing our (limited) success. It’s not a term I’ve heard when speaking about business just celebrities
Thinkerbell isn’t a small business. It’s an agency that seems to be doing rather well.
that’s creepy as hell
disagree that this campaign gets worse as it roles out. i think it’s getting more creative the more we see, and as a small business owner i get it and love it.
Nice and tidy. Love the simplicity too. Is there a link to the book?
No one looked up, and no cared. But nicely animated.
… but sadly most small businesses won’t identify. Shame there’s no cute children’s book character called Ozi Battla. Also, how many small business owners are commuting down Bourke St pedestrian mall? About 5% is my guess
Who is the real target audience here? Are we sure it’s small business owners? Or another much smaller group of employers?
You’re supposed to disguise your comments so people don’t know you work at the agency
Tall poppy looks as though she had a big night on the town.
Tall Poppy x Henson feels like one of those (great) ideas that you keep rolling out because you love it so in the end you don’t care if it fits this client’s brand/product or not because someone FINALLY bought it.
Lovely work guys. Way to go getting Henson to work on this. Brent (Smarty) knows how to back big ideas!
The City of Sydney currently has no OOH sites available for bookings in the CBD.
Mocking them up as JCD’s – oops! They’ve been empty for months in the switchover to new street furniture.
Great advertising!