Suncorp Insurance launches ‘Resilience Road’ campaign via Leo Burnett Australia
Suncorp Insurance and Leo Burnett have taken the data and insights from last year’s innovative and successful One House and applied them to their newest project, Resilience Road.
Choosing five houses in the same street in one of Australia’s most disaster-prone towns, the project demonstrates and educates how resilient thinking can help save your home from the impact of ever increasing climate events.
Suncorp selected a street in Rockhampton, and focused on assessing the homes of five neighbouring Queensland families, to bring to life how you could make resilience your next renovation. Suncorp’s ambition is to now share the learnings and application from Resilience Road with all Australians.
Says Mim Haysom, EGM brand and marketing, Suncorp: “When we created One House, our ambition was to partner with leading resilience experts CSIRO and James Cook University, to understand and identify how we could better design homes to be capable of surviving cyclones, storms, fire and floods. Following on from the success of One House, we created Resilience Road with the intention of taking the elements of our One House prototype into the real world, and to demonstrate how some relatively small and simple changes to your home could be the difference between your home surviving a severe weather event or not.
“You can see from the reaction of the families we supported through the process, how transformative this thinking can be. Not just for one home, but for whole communities.”
Suncorp and Leo Burnett worked with The Glue Society to create a fully integrated content system that people can use, learn and apply to their own homes. Most notably, the project team saw a transformation in the families that took part in how they looked at preparing for natural disasters and how much more control they could have over their fate.
Says Andy Fergusson, executive creative director, Leo Burnett: “Since the inception of One House, our vision and ambition has always been to democratise resilience and make it accessible to all Australians. Resilience Road is yet another step in making our homes and community as resilient as possible.”
The campaign is set to run in Queensland and will roll out on broadcast television, radio, online and across social. Accompanying the launch is the Resilience Road Hub, a virtual demonstration of the project and a place where people can learn about upgrades to make to their own home.
To view the website hub visit: https://resilience.suncorp.com.au
EGM Brand and Marketing: Mim Haysom
Head of Mass Brands and Sponsorships: Rapthi Thanapalasingam
Manager, Marketing Suncorp Insurance: Travis Hughes
Marketing Lead, Suncorp Insurance: Yvette Braybrook & Jade Thomas
Marketing Specialist, Suncorp Insurance: Breana Webster
Manager, Suncorp Group Content & Personalisation: Ashika Naran
Suncorp Content Lead: Shanna Zemek
Creative Agency: Leo Burnett Australia
Chief Creative Officer: Jason Williams
Executive Creative Director: Andy Fergusson
Associate Creative Director: Marijke Spain
Copywriters: Danielle White & Ben Pearce
Chief Client Partner: Amanda Wheeler
Group Business Director: Alexander Ashby
Senior Business Director: Shae Jones
Business Manager: Armani Naish
Social & Content Lead: Irnin Khan
Content Manager: Nick Savvas
Chief Strategy Officer: Catherine King
Head of Strategy: Graham Alvarez
Strategy Director: Abigail Dubin-Rhodin
Connections Strategy Director: Alexandra Nel
Head of Production: Adrian Jung
Client Director, Digital: Afshin Saffari
Producers: Justine Dooner, Ronald Regis & Nara Lea
Multimedia Studio Manager: Dan Crozier
Digital Design: Janifer Wong
Digital Interface Developer: Keong Seet
Senior Finished Artist: Julie Gunner
Retoucher: Jon Cucinotta
Project, Documentary & Film Production
Production Company: Revolver
Project, Documentary & Film Director: The Glue Society
MD/Executive Producer: Michael Ritchie
Executive Producers: Pip Smart & Jasmin Helliar
Senior Producer: Alex Kember
Post Production: The Glue Society Studios & Fin Design
3D Animation: Cameron Robertson
Music and Sound Design: Song Zu
Narration: Megan Smart
Stills Production: Photoplay
Photographer: Trent Mitchell
Producer: Ross Colebatch
Media Agency: OMD
how many people will watch this? 6-minutes is a big ask.
Wow, what a fantastic initiative. Well done to the client, team and everyone involved.
Perhaps the journo’s who they’ll probably seed the story to? This feels much more like a creative idea amplified through PR/earned media.
Also, having grown up in a bushfire zone, pretty sure those living in bushfire/flood zones would be pretty interested in watching this.
This is great purposeful work, insurance isn’t an easy space to try and do something different and then back it up as a brand. Well done Leo’s and Suncorp
Looks and feels like the Bundaberg Road to Recovery campaign Leo’s did after the major Queensland floods a few years.
This feels like such an exciting and important idea… executed in just a really boring way
Agree. I’m sure there was a much better edit in this, just looks like amateur decisions in the cutting room.
The only thing boring about this is your negativity…. We’ve all been in the edit suite and know that creatively we only have so much say!
I don’t wanna rag on a great initiative, but in terms of art direction that shot of a white blonde girl at the end? The wonky cuts? Great idea with zero craft.