Suncorp reveals brand platform ‘That’s the Suncorp Spirit’

Suncorp has unveiled its new brand platform ‘That’s the Suncorp Spirit’, which covers both the Suncorp Bank and Suncorp Insurance business units.

The launch films address some of the major challenges experienced by Queenslanders, from drought to flooding, and tells stories of how Suncorp’s staff have gone out of their way to help families in need.

The first film follows Suncorp staff member Aliesha who organised funding for vital equipment which enabled the Trebbin family to drill for water on their drought-stricken farm. The second film follows Barbara and the Suncorp customer support team that went straight to the recovery centres during the February 2019 Townsville floods to help people lodge their insurance claims.

Actors reenact the stories in the ads, until the real people in the stories are revealed at the end.

Suncorp EGM of brand and marketing, Mim Haysom, said the new platform will bring to life customers’ and teams’ stories.

“Suncorp prides itself on being there for customers when it really matters, both in the big moments and the everyday. Suncorp Spirit brings to life some of our great customer and team stories, showing how deeply our people care about making a positive impact on our customers and communities. We’re really proud to share our stories with the rest of Australia,” Haysom said.

The campaign was created by Leo Burnett. The films were directed by The Glue Society and produced by Revolver/ Will O’Rourke.

Leo Burnett Australia chief creative officer, Jason Williams, said the idea of the Suncorp Spirit came from the wide range of stories they had heard from Suncorp staff.

“There are so many stories we’ve heard from Suncorp employees that have moved and inspired us. This is the spirit that Suncorp is famous for; it’s what makes the brand so respected. And at a time when people are looking for financial service brands they can count on, we saw this as a powerful platform that will really resonate,” Williams said.

The campaign will run across Queensland and New South Wales.


Client: Suncorp
EGM Brand and Marketing: Mim Haysom
Head of Group Brands: Tammy Hall
Executive Manager Marketing Suncorp: Potta Findikidis
Manager Marketing Suncorp: Ben Ashtiani
Go to Market Lead: Cathy McLennan
Go to Market Specialist: Morgan Berry

Creative Agency: Leo Burnett
Chief Creative Officer: Jason Williams
Creative Director: Ian Broekhuizen
Creative Director: Malcom Caldwell
Head of Design: Jason Cooper
Chief Client Partner: Madeleine Marsh
Group Business Director: Grace Vizor
Senior Project Manager: Cicely Milsom
Head of Strategy: Graham Alvarez
Senior Strategist: Abigail Dubin-Rhodin
Head of Production: Adrian Jung
Senior Integrated Producer: Justine Dooner
Multimedia Studio Manager: Dan Crozier
Designer/Finished Artist: Emily Boulton

Production Company: Revolver/ Will O’Rourke
Director: The Glue Society
Executive Producers: Michael Ritchie, Pip Smart & Jasmin Helliar
Producer: Alex Kember
DOP: Geoffrey Simpson
Edit House: The Glue Society
Post Production: Fin Design & Effects

Sound and Music: Jesse Watt, Squeak E. Clean Studios

Photography: Dick Sweeney, Louise & Co

Media Agency: OMD


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