Suncorp & Leo Burnett new brand platform: That’s the Suncorp Spirit

9 March 2020

Creative Agency: Leo Burnett Sydney

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Real stories are at the heart of the new brand platform; how Suncorp shows up for its customers and communities every day, not just in the big moments

Suncorp has launched its new brand platform That’s The Suncorp Spirit, created by Leo Burnet; relecting a reinvigoration of the Suncorp retail brand across Suncorp Bank and Suncorp Insurance.

At the heart of the idea are real stories of how Suncorp shows up for its customers and communities every day, not just in the big moments.

The campaign films, directed by The Glue Society, capture the story of Aliesha, a Suncorp relationship manager, helping a drought-affected farming family, as well as Suncorp’s on-the-ground response to supporting customers following the Townsville floods in February 2019.

Suncorp EGM, brand & marketing, Mim Haysom, says: “Suncorp prides itself on being there for customers when it really matters, both in the big moments and the everyday.

"Suncorp Spirit brings to life some of our great customer and team stories, showing how deeply our people care about making a positive impact on our customers and communities. We’re really proud to share our stories with the rest of Australia.”

Leo Burnett Australia Chief Creative Officer, Jason Williams, adds: “There are so many stories we’ve heard from Suncorp employees that have moved and inspired us. This is the spirit that Suncorp is famous for; it’s what makes the brand so respected. At a time when people are looking for financial service brands they can count on, we saw this as a powerful platform that will really resonate.”

The fully integrated campaign is set to run in QLD and NSW.


Client: Suncorp
EGM Brand and Marketing: Mim Haysom
Head of Group Brands: Tammy Hall
Executive Manager Marketing Suncorp: Potta Findikidis
Manager Marketing Suncorp: Ben Ashtiani
Go to Market Lead: Cathy McLennan
Go to Market Specialist: Morgan Berry

Creative Agency: Leo Burnett
Chief Creative Officer: Jason Williams
Creative Director: Ian Broekhuizen
Creative Director: Malcom Caldwell
Head of Design: Jason Cooper
Chief Client Partner: Madeleine Marsh
Group Business Director: Grace Vizor
Senior Project Manager: Cicely Milsom
Head of Strategy: Graham Alvarez
Senior Strategist: Abigail Dubin-Rhodin
Head of Production: Adrian Jung
Senior Integrated Producer: Justine Dooner
Multimedia Studio Manager: Dan Crozier
Designer/Finished Artist: Emily Boulton

Production Company: Revolver/ Will O’Rourke
Director: The Glue Society
Executive Producers: Michael Ritchie, Pip Smart & Jasmin Helliar

Producer: Alex Kember

DOP: Geoffrey Simpson

Edit House: The Glue Society
Post Production: Fin Design & Effects

Sound and Music: Jesse Watt, Squeak E. Clean Studios

Photography: Dick Sweeney, Louise & Co

Media Agency: OMD

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