If anyone understands the particular misery of being caught out by the weather, it's Ad Nut. The woodland is a far more volatile place than most people realise, and that's before you factor in the ever-present threat of those murderous canine beasts. You either adapt or suffer here. Leaves for a roof, earth for a bunker. No romanticising it.
Which makes Suncorp's latest rather well-suited to Ad Nut's sensibilities.
'Resilience Never Rests' is the newest instalment in the Australian insurer's ongoing platform, made again with Leo Australia, and it picks up where One House and Haven left off. The work is set in the offensively beautiful Queensland, which also braces for cyclones, floods, and the full dramatic repertoire of the southern hemisphere's weather systems.
The film runs a minute and earns every second. A young girl makes her way home, and Queensland, being Queensland, can't quite decide what it wants to do with the sky. Rain and sunshine share the frame simultaneously, which is either a meteorological inconvenience or the entire argument of the campaign made visible, depending on how closely you're paying attention. British director Sam Brown shot it entirely in-camera and the result is a vivid and whimsical work, and a production style that is quite unusual to the category.
“This campaign strikes a chord because of its truth – Queensland is beautiful, but living there has its challenges," says Tim Woolford, ECD at Leo Australia. "This paradox is part of the defining experience of being a Queenslander. By holding both realities in the same frame, the work reflects what people experience every day. With Suncorp being a Queensland insurer, from Queensland, this was so important to represent."
“Queenslanders don’t experience nature in one way; they live with both its beauty and its risk, and therefore resilience is a necessary way of life," says Mim Haysom, CMO and executive general manager brand & customer experience, Suncorp. "As Queensland’s largest insurer, proudly based here for over 100 years, no one understands better than Suncorp that Queenslanders don’t simply switch resilience on when disaster strikes, they need to build, prepare, and recover, and we are beside them for every step of that journey."
Ad Nut must add that in a category built on fear, Suncorp keeps churning out something closer to hope. They're irritatingly well, at that.
Credits:
Suncorp
Mim Haysom - EGM Brand and Customer Experience
Rapthi Thanapalasingam – Head of Brand and Content
Travis Hughes - Marketing Manager
Sally Frank - Marketing Lead
LEO/Publicis Production
Clare Pickens – Chief Executive Officer
Andy Fergusson - Chief Creative Officer
Tim Woolford - Executive Creative Director
Stacey Karayannis - Creative Director
Rosie Stone – Associate Creative Director
Tim Yates – Senior Art Director
Amanda Wheeler - Chief Client Partner
Alex Barkworth - Group Business Director
Ali Jeffrey – Senior Business Manager
Mitch Hunter – Group Strategy Director
Michael Demosthenous - National Director of Production
Leigh Woodhams - Senior Producer
SCOUNDREL
Sam Brown – Director
Polly Ruskin - Producer
Adrian Shapiro - Co-Founder /Executive Producer
Aaron McLisky - DOP
Production Designer - Herman Lampen
POST – ARC
Editor - Lucas Baynes
Music and Sound - Studio Tonic @itsstudiotonic
Sound Designer - Simon Lister
Composer - Emma Greenhill at Studio Tonic
Chief Executive Producer - Emma Duncan
Executive Producer - Laura-Leigh Le Brocque
Music Director - Ramesh Sathiah
VO Artist - Phoebe Taylor
OMD - Media Strategy
Lisa Leach - Client Partner
Will Thornton - Business Director
Paul Baker - Head of Business Strategy
Bianca Eagles - Account Manager
Open Era - Media Implementation
Celia Blackwood - Managing Director
Sophie Setton - Connections Planning Director
Lee Vargas-Figueroa - Implementation & Activation Director
