As part of the film’s national rollout, a five-minute version of the film premiered during a advertising break during last night's 60 Minutes on Nine.
Brian Henson, who directed the film said: “Tall Poppy is about celebrating ambition, and facing the feelings of uncertainty and vulnerability that can get in the way of living to your fullest potential. The ambitious team that came together to create this film, brought together by our incredible partners at CGU Insurance, definitely saw the magic and innovation that can happen when everyone feels free to share their own unique talents. We hope that Poppy’s story will inspire Australians to celebrate their own tall poppies.”
Tall Poppy was created using an impressive range of production techniques and technologies, combining classic tabletop puppetry with rich visual effects, resulting in a hand-crafted yet sophisticated look. Dozens of puppets built by Jim Henson’s Creature Shop, and nearly 150 visual effects shots provided by Stargate Studios were needed to complete the nine-minute film.
The same research revealed that almost 60% of people believe Australians like to cut down ambitious people, despite the positive role ambition can play in our lives. However, the seeds for change are evident with 77% of Australians acknowledging that ambition is important to drive progress and innovative thinking.
IAG Chief Marketing Officer Brent Smart, said: “CGU Insurance created Poppy to highlight that being ambitious is a good thing. We want to celebrate Australia’s tall poppies, not cut them down, because collectively driving innovation in small businesses is essential for progress and growth.”
The CGU Insurance research also found that one in five Australians have either passed up an opportunity for fear of being seen as a tall poppy or been a victim of the tall poppy syndrome. The research shows that younger generations, including Gen Z and Millennials, are most held back by tall poppy syndrome.
“Celebrating and inspiring ambition in the next generation of Australians is important, and we shouldn’t let the tall poppy label or the issue of standing out due to our success hold us back. As seen with Poppy’s story, ambition can lead us to achieve wonderful things,” said Mr. Smart
IAG CMO Brent Smart: “Who says B2B work targeting insurance brokers needs to be boring and rational? We created Tall Poppy to get Aussies to think differently about tall poppy syndrome and how it holds us back. CGU’s brand platform “Insuring Ambition” demands ambitious ideas, like wanting to work with The Jim Henson Company, one of the best storytellers in the world.
"The level of craft and care they brought to this, in addition to that of our brilliant partners at Thinkerbell, really shows in the work.”
The film forms part of a broader CGU Insurance campaign aimed at inspiring brokers, SMEs and ambitious Australians to celebrate and admire creativity and innovation.
Thinkerbell National Chief Creative Tinker, Jim Ingram: “More than a third of Australians believe that ambition is often regarded as a dirty word* - we set out to change their mind with this campaign. Poppy is a heroine for the positive power of ambition, which can lead to creativity and innovation.”
Initiative’s Chief Strategy Officer, Chris Colter: “With such an ambitious film as the lead, the rest of our media plan needed to match. With several market-first executions and bold media activations, kicking off by running the five-minute film uninterrupted in 60 Minutes, we’re ensuring CGU Insurance is not just promoting the power of ambition but living it.”
Both versions of Tall Poppy can be see below.
5 min:
5 min:
10 min:
More information about CGU's "Tall Poppy" initiative can be found here.
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