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.

https://youtu.be/e–hwGC4Kqc

Credits:

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

Client: IAG

Brand: CGU Insurance

Chief Marketing Officer: Brent Smart

Marketing Director: Kate Wellard

Creative Lead: Louise Lynch

Marketing Executive: Claire Jewell