Suncorp has launched a new iteration of its long-running resilience platform, unveiling ‘Resilience Never Rests’ in partnership with Leo Australia.
The campaign focuses on the dual reality of life in Queensland, where natural beauty and extreme weather coexist and can shift in an instant.
The platform reflects a core insight: resilience in Queensland is not reactive; it is constant.
Rather than focusing solely on disaster response, the campaign highlights how Queenslanders prepare for, adapt to and live with environmental extremes every day.
Storytelling over disaster tropes
The creative, produced by Scoundrel and directed by Sam Brown, takes a different approach to the insurance category.
Shot entirely in-camera, the campaign uses a storybook-style stage play seen through the eyes of a young girl navigating her journey home, capturing the volatility of the Sunshine State in a visually distinctive way.
The approach deliberately moves away from traditional disaster-led messaging, opting instead for something more emotive and unexpected.
A local insight
Mim Haysom, CMO and executive general manager brand and customer experience at Suncorp, said the campaign reflects the lived experience of Queenslanders.
“Queenslanders don’t experience nature in one way; they live with both its beauty and its risk, and therefore resilience is a necessary way of life,” she said.
She added that the platform reinforces Suncorp’s role in supporting customers across every stage, from preparation to recovery.
Creative grounded in truth
Tim Woolford, executive creative director at Leo Australia, said the campaign’s strength lies in its authenticity.
“This campaign strikes a chord because of its truth. Queensland is beautiful, but living there has its challenges,” he said.
“By holding both realities in the same frame, the work reflects what people experience every day.”
Building on a long-term platform
The campaign builds on Suncorp’s broader investment in resilience, including initiatives such as One House, which explores how homes can better withstand natural hazards, and Haven, a data-led platform that translates risk into practical actions for households.
‘The Tale of Two Queenslands’ will launch in May, rolling out across TV, online video, out-of-home, social and digital channels.
Credits:
Suncorp
Mim Haysom – EGM Brand and Customer Experience
Rapthi Thanapalasingam – Head of Brand and Content
Travis Hughes – Marketing Manager
Sally Frank – Marketing Lead
LEO/Publicis Production
Clare Pickens – Chief Executive Officer
Andy Fergusson – Chief Creative Officer
Tim Woolford – Executive Creative Director
Stacey Karayannis – Creative Director
Rosie Stone – Associate Creative Director
Tim Yates – Senior Art Director
Amanda Wheeler – Chief Client Partner
Alex Barkworth – Group Business Director
Ali Jeffrey – Senior Business Manager
Mitch Hunter – Group Strategy Director
Michael Demosthenous – National Director of Production
Leigh Woodhams – Senior Producer
SCOUNDREL
Sam Brown – Director
Polly Ruskin – Producer
Adrian Shapiro – Co-Founder /Executive Producer
Aaron McLisky – DOP
Production Designer – Herman Lampen
POST – ARC
Editor – Lucas Baynes
Music and Sound – Studio Tonic @itsstudiotonic
Sound Designer – Simon Lister
Composer – Emma Greenhill at Studio Tonic
Chief Executive Producer – Emma Duncan
Executive Producer – Laura-Leigh Le Brocque
Music Director – Ramesh Sathiah
VO Artist – Phoebe Taylor
OMD – Media Strategy
Lisa Leach – Client Partner
Will Thornton – Business Director
Paul Baker – Head of Business Strategy
Bianca Eagles – Account Manager
Open Era – Media Implementation
Celia Blackwood – Managing Director
Sophie Setton – Connections Planning Director
Lee Vargas-Figueroa – Implementation & Activation Director
Top Image: Suncorp