Suncorp launches next iteration of its Resilience platform with new ‘If Your Home Could Talk’ campaign via Leo Burnett Australia
Suncorp Insurance and Leo Burnett have launched a new chapter of their Resilience platform with ‘If your home could talk’, a campaign that focuses on South East Queenslanders and how they can think differently to protect their homes from extreme weather events.
Queenslanders are currently more comfortable with recovery after a natural disaster, instead of building resilience into their homes prior. Leo Burnett’s challenge was to disrupt how people view the category, and to show them that resilience is the most valuable thing an insurer can offer.
People love their homes like an extra member of the family. But this important family member has no voice, so how would it ask for help if it needed it? The first phase of the campaign focuses on people’s home, family and all of the domestic challenges through the eyes of the house and celebrates the intimate connection that exists between people and their homes.
Says Mim Haysom, EGM brand and marketing, Suncorp: “We love our homes because they form such a large part of our life experiences, and they protect us. In return, we must protect them. Whilst South East Queenslanders are alert to the danger of bigger, more impactful weather events, we needed to get them to start changing their behaviour to prepare rather than just react.”
Suncorp first launched the Resilience platform with One House, which challenged Queenslanders to think differently about how they viewed the resilience of their homes in a world of increasing extreme weather events and the devastating impact they have on people’s homes by showing what a truly resilient home could look like.
Last year, the insurer wanted to show Queenslanders what the practice of Resilience looked like by introducing Resilience Rd, where it demonstrated what Resilience renovations homeowners should be considering by focusing on upgrading a single street in Rockhampton.
Adds Haysom: “At Suncorp, we have committed to Resilience as a long term platform as the basis for our business with bespoke product features and by leading the conversation with governments, partners, academics, industry, emergency services and community groups.”
Says Andy Fergusson, executive creative director, Leo Burnett: “We’re thrilled to launch the latest chapter in the ‘Resilience’ journey for Suncorp. Sitting alongside previous brand acts like ‘One House’ and ‘Resilience Rd’.
“We believe that our homes are one of the most important characters in our lives. They silently share our most joyous and intimate moments. But that silence means we often take them for granted, neglecting our home’s needs in the face of the ever-worsening effects of climate change. We hope this campaign will challenge Australians to think differently about the role homes play in their lives.”
The campaign will run in Queensland across broadcast, outdoor, social and digital and includes an updated version of the Resilience Hub, a place where people can go to learn more about resilience. This campaign will continue to be rolled out over the coming months, with product stories, retail and a digital utility.
To view the website hub visit: https://resilience.suncorp.com.au
Client: Suncorp
EGM Brand & Marketing: Mim Haysom
Head of Mass Brands & Sponsorships: Rapthi Thanapalasingam
Manager, Marketing Suncorp Insurance: Travis Hughes
Marketing Lead, Suncorp Insurance: Jade Thomas
Marketing Specialist, Suncorp Insurance: Yvette Braybrook
Manager, Suncorp Group Content & Personalisation: Ashika Naran
Suncorp Content Lead: Kat Pope & Lyndall Theodore
Creative Agency: Leo Burnett Australia
National Executive Creative Director: Andy Fergusson
Group Creative Director: Bec Johnson-Pond
Associate Creative Director: Marijke Spain
Copywriter: Michael Dawson
Art Director: Jim Walsh
Copywriter: Dan Obey
Chief Client Partner: Amanda Wheeler
Senior Business Director: Shae Jones
Business Manager: Armani Naish
Chief Strategy Officer: Catherine King
Strategy Director: Abigail Dubin-Rhodin
CX Strategy Director: Kate Horvath
National Experience Design Director: Chris Jovanov
Social & Content Lead: Irnin Khan
Content Manager: Nick Savvas
1:1 Connections Lead: Gabrielle Joassard
1:1 Strategy Director: Claire Webber
Producers: Nara Lea
Multimedia Studio Manager: Dan Crozier
Digital Design: Janifer Wong
Digital Interface Developer: Keong Seet
Production Partner: Hogarth
Senior Editor: Aleks Manou
Senior Designer: Brenton Parry
Editor/Animation: Hernan Vulliez
Senior Producer: Tania Templeton
Junior Producer: Chelsea Higgs
Production Coordinator: Kayleigh Hutchinson
Production Company: Good Oil
Director: Adam Gunser
Executive Producer: Juliet Bishop
Head of Production: Chana McLallen
DOP: Sam Chiplin
Art Director: Andrei Meintjes
Wardrobe: Bea Berry
Edit House: The Editors
Editor: Mark Burnett
Post Producer: Liv Reedy
Colourist: Fergus Rotherham
VFX House: Fin Design
Online Artist: Mikey Brown
Post Producer: Emily Newbould
Music & Sound Design: Massive Music
Kenny Smith: Photographer
George Saada: Producer
Media: OMD
10 Comments
Beautifully shot, sensitively put together. I like it.
I suffer terribly from insomnia and watching this ad has really helped. zzz
Lovely words (as always) Dawso.
Until your home can talk. Help.
But um… what’s the act? Resilience Rd and One House were brilliant in that they gave people tools, not questions. Or have I missed something?
This is beautiful work Marijke and Dawso. The cinematography and performances had such a great tone. Well done guys.
I love how Suncorp would have you believe everyone up north lives in a $3million Queenslander in Paddington.
Growing up in Brisbane, mine and everyone else I knew’s world was one of post-war weatherboard and fibro.
Given their premiums, Suncorp probably aren’t interested in the type of area or demo where you grew up as they come across as more of a premium brand!
Not sure I like this.
A project with credits. It appears these days clients don’t like to share. Suncorp, proving once again, they are some of the good ones.