CGU Insurance set to launch second phase of ‘See It Through’ campaign via cummins&partners

CB Exclusive – After a successful three-week introduction, part two of the new platform for CGU Insurance breaks nationally this Friday, April 25.

CGU scoured their customer database to select a small business that epitomised the spirit of ‘See It Through’. That led them to oyster farmer, Max Cunningham, from the remote east coast of Tasmania, who had lost everything during bush fires in 2013. But through hard work, and the right insurance, Cunningham’s business has rebounded to be more successful than ever. So much so that he hadn’t found time to acknowledge his success.

VIEW ‘MAX’S STORY’ VIDEO

So cummins&partners and production partner, Will O’Rourke, chose an ambitious way to show him: turn his story into a live stage play and invite him along to see it, completely unaware that he was the star.

Every detail of Cunningham’s life was meticulously recreated for the stage. Established theatre actors were cast as the leads, a script was developed based on Cunningham’s own words and actions while sets, wardrobe and props ensured his story was accurately portrayed.

On opening night, Cunningham received the surprise of his life. Inside a packed theatre, surrounded by family and friends, his reaction was more genuine and heartfelt than anything that could ever have been scripted.

The idea’s multichannel approach sees content being conveyed via TV, radio, print, integrated programming, digital, video, pre-rolls, digital display, Facebook, Linkedin, search, sponsorship, direct marketing and social.

Client: CGU

Stills Photographer: Thom Rigney