Suncorp launches ‘One House To Save Many’ via Leo Burnett Sydney and The Glue Society
As Australia battles record floods, destructive bushfires and powerful storms, it’s becoming undeniable – our natural disasters are growing in intensity and frequency. And as one of Australia’s largest insurers, Suncorp is determined to reduce the impact of extreme weather and help build a more resilient Australia as outlined in ‘One House to Save Many’ created by Leo Burnett, in collaboration with The Glue Society.
One House was designed to withstand and survive catastrophic weather conditions. The intent is to help reduce the displacement and disruption of life for Australians living in areas where these events are more intense and frequent, and to actually help change the way houses are built in the future.
‘One House to Save Many’ is the product of innovative and committed collaborators. Suncorp, with Leo Burnett and Glue Society, worked with leading housing resilience experts James Cook University, the CSIRO and Room 11 Architects – to design, test and prototype a home that is truly resilient, a home that is more capable of withstanding fire, flood and cyclone.
Its story has been brought to life through a documentary airing on Channel Nine and a variety of films and informational content to inspire Australians and give them confidence that creating a resilient home is possible. An online experience allows people to explore innovative building features and see ways of integrating them into their own home.
Says Mim Haysom, Suncorp EGM brand and marketing: “The aim of One House to Save Many is to highlight how we can improve the resilience of our homes and encourage homeowners, governments and industry bodies to view resilience as a vital consideration for homes today. The project was designed to generate conversation around building standards – as these must continue to be reviewed as the severity and frequency of our weather events increases.”
Says Andy Fergusson, executive creative director, Leo Burnett Sydney: “We’re so passionate about ‘One House to Save Many’. This is an idea that has the potential to affect thousands of peoples’ lives. It’s remarkable to see how, time and time again, Australians demonstrate their resilience in the face of natural disasters. Working with Suncorp, we wanted to do something that makes a tangible difference – that prompts changes in the way homes are built and encourages people to see that more needs to and can be done to withstand the inevitable impacts of climate change. ‘One House to Save Many’ aims to make more homes as robust as Australians themselves.”
As part of its renewed commitment to building a more resilient Australia, Suncorp has also launched ‘Built it Back Better’ – an Australian-wide first for home insurance. Suncorp Insurance manager marketing, Travis Hughes adds that ‘Build it Back Better’ demonstrates Suncorp is prepared to back in its resilience strategy by taking tangible action to make homes that have been substantially damaged more resilient, by building its customers’ homes back stronger with recommended resilience options.
Says Jonathan Kneebone, director, The Glue Society: “This has been a project nearly two years in the making – and in asking the question if a house could be designed to tackle the extremes of weather, we discovered that the knowledge and expertise exists to solve this very real problem right now. We are excited to see how the solutions presented may provoke positive change – and to continue to tell this vital story.”
Starting with earned media from 13th April 2021, the integrated paid omni-channel campaign launches from 18th April 2021.
To view the interactive website visit: https://onehouse.suncorp.com.au
Client: Suncorp
EGM Brand and Marketing: Mim Haysom
Head of Mass Brands and Sponsorships: Rapthi Thanapalasingam
Suncorp Insurance Manager Marketing: Travis Hughes
Suncorp Insurance Marketing Lead: Jade Thomas
Suncorp Content Lead: Lyndall Theodore & Ashika Naran
Creative Agency: Leo Burnett Australia
Chief Creative Officer: Jason Williams
Executive Creative Director: Andy Fergusson
Copywriter: Eric Franken
Art Director: Marijke Spain
Creative Technology Directors: Laurent Marcus & Chris Jovanov
Group Business Director: Grace Vizor
Project Director: Erin Stace
Business Directors: Shae Jones & Kim Thompson
Business Executive: Sidonie Young
Head of Strategy: Graham Alvarez
Strategy Director: Abigail Dubin-Rhodin
Head of Production: Adrian Jung
Digital Director: Afshin Saffari
Producers: Lucy Appleyard, Ronald Regis & Chloe Burns
Multimedia Studio Manager: Dan Crozier
Digital Design & Development: Janifer Wong & Keong Seet
Project, Documentary & Film Production
Production Company: Revolver
Project, Documentary & Film Director: The Glue Society
MD/Executive Producer: Michael Ritchie
Executive Producer: Pip Smart & Jasmin Helliar
Producer: Alex Kember
Post Production
Post Production Company: The Glue Society Studios
Post Producer: Scott Stirling
Editing: Luke Crethar, Alexander Harrod & Paul Bruty
Colourist: Andy Clarkson
Flame Compositor: Viv Baker
3D Animation: Cameron Robertson
Music and Sound Design: Otis Studios
Narration: Nathan Page
Stills Production: Flint
Photographer: Andreas Smetana
Producer: Taryn Mueller
Consumer PR Agency: Herd MSL
Media Agency: OMD
46 Comments
pretty impressive, but a lot of effort to go through when you could just not live in queensland
Clapping
Feels original in a well trodden category and congrats on getting a doco made.
Nicely shot though.
+
I maybe a little biased, but this is a lovely big idea. It’s a shame that it wasn’t pushed to actually get government standards changed (which i know Leo’s originally set out to do), but really nicely executed and a great link back to Suncorp. Well done Leo’s
Damn. Someone beat me to it.
This is brilliant.
yoiks, boring as batshit
This is great!
So it’s basically a model? Not quite that big.
OK, so while it’s commendable for a brand to want to solve a serious problem, they didn’t actually solve it. They’re not building these houses. They didn’t get the building codes changed. They’re not even changing their insurance policies to allow for damaged homes to be replaced/rebuilt with these technologies if the homeowner wants. In fact, they probably still don’t insure homes for flood if they’re in a floodzone.
It’s a lot of fluff to make us think the brand cares about this problem. They just don’t care enough to make a tangible difference.
We’ve had greenwashing, whitewashing, and pinkwashing. What colour wash is this one?
Perhaps re-read the release, check some facts and I think you’ll find they actually doing all those things and more… “an Australian first ‘Build it Back Better’ is mentioned. So rather than throw mud, actually take the time to read and go scratch something else.
We work in advertising, not the government or the building industry. When we do our job well, we motivate conversation about a brand in a way that makes people participate or want to take action. We don’t actually change the world, we change the conversation. This does that. In a tough category. With a real budget, or so it seems.
On the point ‘They just don’t care enough to make a tangible difference’, I can’t think of a single situation where it isn’t well within the insurers best interest to create a house that is flood / fire / cyclone proof. So your point is moot.
It has to be at least three times bigger
This is epic, well done to all involved. And well done to all the negative commenters above. You deserve a pat on the back for contributing absolutely nothing to society.
Now that’s a big idea. Congrats to all involved.
Congrats to the team who persevered to make this happen. It’s awesome!
That’s exactly what they’re trying to do @Scratch beneath the surface. Working with the CSIRO and James Cook is far from fluff, it’s tangible research that will affect building codes in the future. You’re an amateur.
Well done Leo’s and we’ll done Eric and Marijke. Exceptional idea.
She’s no 3 Highview Crescent, but throw in a bit lattice for that Victorians charm and I reckon we’re onto a winner.
but has the physical home been built or is it just the plans?
https://youtu.be/Z43CU4a_eII
Outstanding – Recognise it when you see it. Tip your hat and then try and beat it. Bravo Mim and team.
Well done to Leo’s. Something very fresh
Very fresh. Well done Leo’s
It’s a less creative Meet Graham.
Experts- check. Collaborators-check. Science- check. Data- check. Glue society- check. Social good- check. Documentary- check. Ok we are all set for some trophies. Don’t we need a better idea? Nah, they’ll never notice.
Lovely craft. But it is meet me tho.
Very similar construct
To be fair, Meet Graham was a total ripoff of this 80s smoking campaign
https://vimeo.com/59304258
Amazing to see work that aims to change the world for good. Also huge yeah BOI for getting a big idea up.
YB
I’d live here. Great to see something that pushes the category forward. I imagine this would have been a very hard sell internally.
Graham’s in da house.
This will win awards ppl. You watch.
“A modern take on the much-loved Queenslander”
Lol, it looks like a Kallangur display home.
Great to see after 3 years this idea finally getting made.
Nice work. Better if all involved recognised.
That’s not Leo’s style!
nice job frankenator
Congratulations love these designs. Ready to build on my block of land. So then my insurance fee is zero?
A range of existing building materials used in a specific and focused manner what an opportunity to actually get some changes in the various areas where where these concepts would save significant costs and anxiety amongst communities .
Not sure if this is the place to ask a question , but can someone advise what the tanks are manufactured from and how they actually survived the fire onslaught .
Thank you
@ Peter; The 2 tanks are made of stainless steel.
Tank 1 for fire fighting water, tank 2 to maintain fresh water supply post disaster. Join the 1000’s and check out the Suncorp one house hub to find out more…
I think the concept, project and execution is excellent. Our RTO would love to use it as a case study in a Building & Construction qualification under development
Is it possible to access plans and materials take-off lists to be used solely for educational purposes?
Is there a place to store your weapons and food?
MAGA
Is this not just Meet Graham with a house?