Domuts? It’s doughnuts for dogs. The idea is a little insane unless you’re a dog owner, in which case you’ll get it. Either way, it got your attention right? That’s part of the reason it’s the centrepiece of The Monkeys’ campaign for CGU. The other part is more heartfelt and more directly linked to the campaign that CGU has launched about it. Domuts is the brainchild of a working mum, Thea, and her young son, Marcus. It was was all-but-dead six months ago. CGU Insurance stepped in to work with Thea to help her realise her ambition, providing advice and assistance to get Domuts off the ground. CGU’s support Thea’s included gifting Domuts with an AFL Grand Final spot, launching the brand on a grand scale during one of the most-watched TV events of the year.
The film, directed by Jeff Low at Rabbit Content, tells the story of Domuts, showing dogs from everywhere making the pilgrimage to Dogtopia, where Domuts blossom. It even has a special message for dogs, embedded in a frequency only they can hear.
The film is being used to highlight CGU’s mission to rebuild ambition. Last year, almost half a million ABNs were cancelled, many of them business ideas that never got off the ground. Lost ABNs are symptomatic of a bigger societal issue: ambition has become a dirty word. Unlike other insurers, CGU Insurance believes your most important asset is your ambition.
To tackle the problem, CGU has launched ABN Rescue through The Monkeys to help to reignite the ambitions of small business owners in Australia. Additionally, as the spot features animals, CGU Insurance has pledged .05% of its media spend to support The Lions Share Fund, a United Nations Development Programme (UNDP).
Other campaign elements of the ABN Rescue campaign include content films, influencer engagement, PR and social, along with a dedicated website that houses a custom tool that lets people explore the business trends in their area…
…and eye-catching installations, which are part of the OOH part of the campaign. Specially built Ambition Wanted installations have transformed empty shopfronts around Sydney into visions of ‘what-could-be’. Projections of potential businesses were used to transform the spaces, inspire locals and bring life back to dwindling retail strips.
Sally Kiernan, marketing director, CGU Insurance, commented, “As a long-standing champion of ambitious Australian small businesses, we are looking to inspire Australians with an idea to follow their ambition.
“CGU insures and protects the goals of Australian small business owners. That’s why we’re helping Thea make her ambitious idea a reality. DOMUTS has faced its hurdles but we believed that with a little support from the right people, we could get the Domuts business back on track. Through sharing Thea’s story, we hope to inspire many more people to revisit their own business ambitions and give it their best shot.”
In addition to helping Domuts get back on track, CGU Insurance is offering three Ambition Grants worth $40,000 each. Anyone looking for an ‘ambition boost’, can apply for a CGU Ambition Grant here.
Creative Agency: The Monkeys, Part of Accenture Interactive
Group Chief Creative Officer & Co-Founder: Scott Nowell
Executive Creative Director: Vince Lagana
Creative Director: Jay Morgan
Creative Team: Danny Pattison, Barnaby Packham & Michael Canning.
Business Strategy Director: Hugh Munro
Planner: Henry Bilson
Digital Strategist: Tim Smith
Digital Producer: Tamara Wohl
Lead Digital Designer: Eva Godeny
Digital Designers: Lauren Elliot, Laura Ives
Designer: Mel Watson
Group Content Director: Katie Wong-Hee
Senior Content Manager: Fizzy Keeble
Content Manager: Sophie Finckh
Agency Producers: Simone O’Connor & Katie Bassett
Earned Media & Influencer Agency: Thinkerbell
Earned Media Strategy: Cath King
Influencer Engagement: Georgie Cavanagh
Production Domuts TVC: Rabbit
Director: Jeff Low
Executive Producers: Lucas Jenner & Alex Hay
Producer: Marcus Butler
DOP: Simon Duggan
Editor: Adam Wills
Production Shopfront: Scoundrel
Post: The Editors
Client: CGU Insurance
Chief Marketing Officer: Brent Smart
Marketing Director: Sally Kiernan
Content & Digital Director: Zara Curtis
Content Creative Lead: Simeon Bartholomew
Creative Lead: Cath Bosson
Digital Lead: Cath Carrington
Creative Specialist: Mark Pearson