CGU Insurance celebrates seeing it through for Tropfest in latest brand campaign

CGU is celebrating its sponsorship of short film festival Tropfest with a new campaign highlighting why the brand chose to throw a financial lifeline to the struggling event.

The campaign, created by Cummins & Partners, features Tropfest founder, John Polson, sharing his perspective on what the return of Tropfest meant to him and the businesses involved.

In November last year the short film festival was cancelled with less than a month’s notice, with the cancellation being linked with sponsorship difficulties.

In December, CGU Insurance stepped in to fill the cash black hole which had led to the cancellation, with Cummins & Partners a crucial partner in their decision to step in and rescue the event.
Tom Ward, Cummins & Partners managing director, said in a statement: “When we heard the news that Tropfest was going to be cancelled, we instinctively knew that CGU had to be involved.

“As a brand that stands for seeing it through for small businesses, this was the perfect opportunity for CGU to partner up with the Tropfest team and put their brand purpose into practice. After the idea was initially floated, all parties immediately sprang into action. It was an incredible collaboration and we’re delighted with the result.”

Tropfest was then held in Centennial Park on Sunday, February 14.

The campaign, which has gone live across TV, outdoor and online is complemented by a content series which is appearing across CGU’s social platforms.

Julia Nelson, banager brand, sponsorship & events, Australian business division, IAG, said in a statement: “When Tropfest was cancelled, we saw an opportunity to make a real difference to the future of the event for all the small businesses involved, as well as the public.

“CGU Insurance has a long history of helping small businesses see it through, and our partnership with Tropfest has enabled us to connect our brand with a younger, more urban audience.

“Our new creative campaign is the culmination of our journey bringing Tropfest back to life, from the initial announcement through to the triumphant return of the event.

“We have been overwhelmed by the incredible response to the return of Tropfest and are excited to share the story of our partnership with a wider audience through our new TVC and content series.”

CGU Insurance:
• Julia Nelson, Senior Brand Manager
• Louise Lynch, Senior Brand Advisor
• Shaun Dyker, Senior Brand Advisor
• Mary-Louise Dare, Corporate Communications Manager
• Natalie Pennisi, Corporate Communications Manager

• Luc Meritan, Group Business Director
• Sylvia Chew, Planning Manager
• Cameron Perry, Senior Planning Executive
• Mac Nguyen, Digital Manager

Cummins & Partners:

• Executive Creative Director: Jim Ingram and Ben Couzens
• Creative Director – Doogie Chapman
• Senior Art Director – Connor Beaver
• Head of Broadcast Production – Jess Thompson
• Managing Director – Tom Ward
• Group Account Director – Tilly Hobba and GeorgieBugelly
• Integration Director – Victoria Beranger
• Integration Manager – Rachel Beckley

Production Company – Will O’Rourke
• Director – Paul Bruty

• Offline – Dan Lee & Graeme Pereira
• Grade – Martin Greer
• Online – Eugene Richards

• Music – Electric Dreams
• Sound House – Risk Sound
• Engineer – Dylan Stephens


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