A story about grit, hard work and resilience. What’s not to like? CGU Insurance is bringing Australians together while it champions the migrants and refugees who have become Australian business owners.
The campaign, Australian As it Gets, is by The Monkeys. And it began with a CGU Migrant Small Business Report, which unearthed the fact that one in three small businesses in Australia is owned by migrants. 83% of Australia’s migrant business owners did not own a business before moving to Australia.
The report busts both the myths and negative conjecture about migrants in Australia today. And it informs Australians with facts about migrants and the incredible contribution they make to the Australian economy. The design and photography of the report were overseen by The Monkeys.
The campaign film shows the grit, hard work and resilience of one small business owner, Hamid Ranjbarian. It’s a true story. Ranjbarian, a refugee from Iran, now owns a painting business.
The ad is all the more powerful because of what The Monkeys and CGU have chosen not to say. There’s no chest-thumping ending by CGU. CGU is not given a starring role. It remains the storyteller throughout, the advocate. Whether or not CGU has played a role in Ranjbarian’s business isn’t stated. That CGU supports his efforts is palpable, and the knowledge is stronger for being unsaid.
In real life, CGU has seen first-hand the positive impact cultural diversity has had on Australia’s business sector by partnering with thousands of small business owners of all backgrounds, yet according to the insurer, the significant contribution migrant small business owners make to our country is largely an untold story.
The Monkeys co-founder and group chief executive officer, Mark Green, commented, “Small business plays a big role in driving the Australian economy and Australia’s migrants have made a huge contribution. This campaign celebrates these stories and The Monkeys are proud to play a part in helping to tell them on behalf of CGU.”
The 60-second film was directed by Exit Film’s Greg Wood and runs for three weeks across broadcast, online and on CGU Insurance’s social channels. A 90-second version will also be shown at short film festival, Tropfest.
Creative Agency: The Monkeys
Co-founder & Group Chief Creative Officer: Scott Nowell
Co-founder & Group Chief Executive Officer: Mark Green
Creative Director: Ben Sampson
Senior Art Director: Chloe Banicevic
Senior Copywriter: Archana Murugaser
Head of Production: Thea Carone
Integrated Producer: Tanith Williamson
Executive Planning Director: Fabio Buresti
Strategic Planner: Henry Bilson
Design Lead: James Halliday
Designer & Finished Artist: Lucinda Hansen
Managing Director: Matthew Michael
Group Content Director: Humphrey Taylor
Senior Content Director: Samantha Heckendorf
Senior Content Manager: Jack Stone
Content Executive: Sophie Finckh
Production Company: Exit Films
Director: Greg Wood
Executive Producer: Leah Churchill-Brown
Producer: Fiona Pakes
DOP: Hugh Miller
Editor: Bernard Garry
Casting: Citizen Jane
Post Production: The Editors
Sound Design: Song Zu
Music: Manchester Orchestra
Photography Production Company: The Kitchen
Photographer: Toby Burrows
Producer: Zabrina Wong
Retouching: Alexander Reznick
Brand: CGU Insurance
Chief Marketing Officer: Brent Smart
Marketing Director: Kate Wellard
Creative Lead: Louise Lynch
Marketing Executive: Claire Jewell