Ambition Wanted

cgu insurance - experiential Campaign

When 424,144 Australian businesses being deregistered in 2018, CGU Insurance wanted to turn Australia’s dwindling ambition around and inspire anyone with a business idea.

To do this we took over empty shopfronts and reframed them from symbols of failure into visions of hope. By day they called for ambition. By night, we projected the possibility that lay within.

This campaign was shortlisted at Cannes, D&AD and the Clios, as well as winning 2 AWARD Awards in Australia, which was nice.