)
Credits
powered by
- Agency The Monkeys/Sydney
- Production Company Rabbit Content
- Director Jeff Low
-
-
Unlock full credits and more with a Source + shots membership.
Credits
powered by
- Agency The Monkeys/Sydney
- Production Company Rabbit Content
- Director Jeff Low
- Post Production The Editors
- Post Production Blackbird
- Editor Adam Wills
- Art Director Danny Pattison
- Chief Creative Officer Scott Nowell
- Creative Barnaby Packham
- Creative Michael Canning
- Creative Director Jay Morgan
- Digital Mel Watson
- Digital Design Lead Eva Godeny
- Digital Designer Lauren Elliott
- Digital Designer Laura Ives
- Executive Creative Director Vince Lagana
- Lead Digital Producer Tamara Wohl
- Producer Simone O'Connor
- Producer Katie Bassett
Credits
powered by
- Agency The Monkeys/Sydney
- Production Company Rabbit Content
- Director Jeff Low
- Post Production The Editors
- Post Production Blackbird
- Editor Adam Wills
- Art Director Danny Pattison
- Chief Creative Officer Scott Nowell
- Creative Barnaby Packham
- Creative Michael Canning
- Creative Director Jay Morgan
- Digital Mel Watson
- Digital Design Lead Eva Godeny
- Digital Designer Lauren Elliott
- Digital Designer Laura Ives
- Executive Creative Director Vince Lagana
- Lead Digital Producer Tamara Wohl
- Producer Simone O'Connor
- Producer Katie Bassett
The tail, sorry, tale behind this dayglo dog bowl of canine craziness is a bit of a shaggy dog’s story but bare with… bare with…
In Australia, to set up a business you need an ABN (Australian Business Number), which is used in commercial transactions and dealings with the Australian Taxation Office. Last year, almost half a million ABNs were cancelled, many of them being ideas that never flourished.
In an effort to support initatives, CGU Insurance launched the integrated campaign titled ABN Rescue, to help ignite the ambitions of small business owners in Oz. Created by The Monkeys, the centrepiece of the rebrand is delightfully daft film inspired by the real-life rescue of a lapsed small business called DOMUTS – donuts for dogs.
Produced by Rabbit Content, the spot sees a disparate bunch of mutts making the pilgrimage to Dogtopia, where DOMUTS blossom. The film even has a special message for dogs, embedded in a frequency only they can hear.
DOMUTS was the brainchild of a working mum, Thea, and her young son, Marcus, and was in the doggy doldrums until CGU Insurance stepped in to help Thea realise her ambition and get DOMUTS off the ground.
Credits
powered by
- Agency The Monkeys/Sydney
- Production Company Rabbit Content
- Director Jeff Low
-
-
Unlock full credits and more with a Source + shots membership.
Credits
powered by
- Agency The Monkeys/Sydney
- Production Company Rabbit Content
- Director Jeff Low
- Post Production The Editors
- Post Production Blackbird
- Chief Creative Officer Scott Nowell
- Executive Creative Director Vince Lagana
- Creative Director Jay Morgan
- Art Director Danny Pattison
- Creative Barnaby Packham
- Creative Michael Canning
- Lead Digital Producer Tamara Wohl
- Digital Design Lead Eva Godeny
- Digital Designer Lauren Elliott
- Digital Designer Laura Ives
- Digital Mel Watson
- Producer Simone O'Connor
- Producer Katie Bassett
- Editor Adam Wills
Credits
powered by
- Agency The Monkeys/Sydney
- Production Company Rabbit Content
- Director Jeff Low
- Post Production The Editors
- Post Production Blackbird
- Chief Creative Officer Scott Nowell
- Executive Creative Director Vince Lagana
- Creative Director Jay Morgan
- Art Director Danny Pattison
- Creative Barnaby Packham
- Creative Michael Canning
- Lead Digital Producer Tamara Wohl
- Digital Design Lead Eva Godeny
- Digital Designer Lauren Elliott
- Digital Designer Laura Ives
- Digital Mel Watson
- Producer Simone O'Connor
- Producer Katie Bassett
- Editor Adam Wills
Above: Ambition Wanted installations
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As part of the wider OOH component of the campaign, ‘Ambition Wanted’ installations were also built to transform empty shopfronts around Sydney into visions of ‘what-could-be’. Projections of potential businesses transformed these forgotten spaces, inspiring locals and reignited dwindling retail strips.
Other campaign elements include content films, influencer engagement, PR and social, along with a dedicated website that houses a custom tool that lets people explore the business trends in their area.
