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CGU Insurance: ABN Rescue

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Last year, 424,144 ABNs were cancelled, many of them business ideas that never got off the ground. Lost ABNs are symptomatic of a bigger societal issue: ambition has become a dirty word. Unlike other insurers, CGU believes your most important asset is your ambition. So to tackle this problem, CGU Insurance has launched
'ABN Rescue', an integrated campaign to help ignite the ambitions of small business owners in Australia.

Created by The Monkeys, part of Accenture Interactive, the centrepiece of the campaign is the rescue of a lapsed small business called DOMUTS: donuts for dogs.

The brainchild of a working mum, Thea, and her young son, Marcus, the DOMUTS business was all-but-dead six months ago. So CGU Insurance stepped in to work closely with Thea to help her realise her ambition, providing advice and assistance to get DOMUTS off the ground.

CGU is so committed to ambition that it gifted its Grand Final spot to DOMUTS to launch it on a grand scale during one of the most watched TV events of the year.

Directed by Jeff Low at Rabbit Content, the film tells the story of DOMUTS, showing dogs from everywhere making the pilgrimage to Dogtopia, where DOMUTS blossom. It even has a special message for dogs, embedded in a frequency only they can hear.
Credits Other credits

Chief Marketing Officer: Brent Smart

Marketing Director: Sally Kiernan

Creative Lead: Cath Bosson

Creative Specialist: Mark Pearson



Business Strategy Director: Hugh Munro

Senior Content Manager: Fizzy Keeble



Sound Executive Producer: Katrina Aquila

Sound Producer: Alyce Guy

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