Tall Poppy by Thinkerbell

Australian insurance company CGU Insurance has collaborated with entertainment company The Jim Henson Company for a new film its “‘Insuring Ambition” campaign.

The film, called “Tall poppy” and created by Tinkerbell, addresses the culture of bringing down successful people and businesses in Australia, hence the term “tall poppy syndrome”.

It is part of the IAG-owned CGU Insurance campaign aimed at encouraging Australians to celebrate creativity and innovation.

The film used classic tabletop puppetry with visual effects 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.

“Who says B2B work targeting insurance brokers needs to be boring and rational? We created Tall Poppy to get Aussies to think differently about the tall poppy syndrome and how it holds us back,” said Brent Smart, the chief marketing officer at IAG.

“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.”