Tall Poppy

In Australian culture we have a phenomenon called 'Tall Poppy Syndrome', where ambitious people are verbally or emotionally cut down. Basically, nobody is meant to be better than others, nobody is allowed to stand out. This is bad news for ambitious business owners, and even worse for the brokers who help insure them. 

CGU Insurance, Australia's leading insurer for small businesses, set out to change the nation's view of 'Tall Poppy Syndrome' by creating a B2B integrated campaign like no other, including a 5-minute long paid Cinema ad created with the Jim Henson Company.