Once upon a time, Australia was “the sunburnt country”. Now it’s far worse than that. Just in the last two years, Australia has been overwhelmed by record floods, vast destructive bushfires and terrifyingly powerful storms. It has become becoming undeniable that natural disasters are growing in intensity and frequency.
As one of Australia’s largest insurers, Suncorp is determined to reduce the impact of extreme weather and help build a more resilient Australia.
This ambition led Leo Burnett and The Glue Society to create One House to Save Many. It’s a house designed to withstand and survive catastrophic weather conditions. The aim is to help reduce the displacement and disruption of life for Australians living in areas where natural catastrophes are more intense and frequent, and to actually help change the way houses are built in the future.
Leo Burnett executive creative director, Andy Fergusson, explained, “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.”
Suncorp, 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, more capable of withstanding fire, flood and cyclone.
Its story is being told 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.
Suncorp executive general manager Brand and Marketing, Mim Haysom, stated, “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.
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. The initiative is a tangible action to make homes that have been substantially damaged more resilient, by building its customers’ homes back stronger with recommended resilience options.
The Glue Society director, Jonathan Kneebone, noted, “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 exist 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.”
The campaign launched with earned media from April 13. A paid omni-channel campaign launched on April 18.
View the interactive website here.
Credits:
Client: Suncorp
EGM Brand & Marketing: Mim Haysom
Head of Mass Brands & 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 Company: Revolver
Project, Documentary & Film Director: The Glue Society
Managing Director & Executive Producer: Michael Ritchie
Executive Producers: Pip Smart & Jasmin Helliar
Producer: Alex Kember
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 & Sound Design: Otis Studios
Narration: Nathan Page
Stills Production: Flint
Photographer: Andreas Smetana
Producer: Taryn Mueller
Consumer PR Agency: Herd MSL
Media Agency: OMD
