CGU teams up with The Muppets creator to launch new campaign film

It aims to break down cultural stigma of tall poppy syndrome

CGU teams up with The Muppets creator to launch new campaign film

Insurance News

By Roxanne Libatique

CGU Insurance (CGU) has partnered with The Jim Henson Company (Jim Henson), creator of The Muppets, to launch a new campaign film.

A recent study by CGU found that more than a third of Australians often see ambition as a dirty word, while almost 60% of people said Australians like to cut down ambitious people, despite the positive role ambition can play in our lives. However, 77% of Australians acknowledged that ambition is crucial to driving progress and innovative thinking.

CGU's latest campaign film, ‘Tall Poppy,’ developed by award-winning Jim Henson's Creature Shop and directed by Jim Henson chair Brian Henson, aims to encourage Australians to question the cultural stigma of the tall poppy syndrome and see ambition as a positive trait rather than a negative one. Poppy, the short film's protagonist, promotes the positive effects of ambition, including creativity and innovation, and learns to hold onto and share her ambitious spirit.

With CGU's report finding that one in five Australians have either declined an opportunity for fear of being seen as a tall poppy or been a victim of the tall poppy syndrome, IAG chief marketing officer Brent Smart said the latest campaign celebrates tall poppies rather than cutting them down because “collectively, driving innovation in small businesses is essential for progress and growth.”

Tall Poppy was created using various production techniques and technologies, combining classic tabletop puppetry with rich visual effects to achieve a hand-crafted yet sophisticated look. Dozens of puppets and nearly 150 visual effects shots were needed to complete the nine-minute film.

“The ambitious team that came together to create this film, brought together by our incredible partners at CGU Insurance, definitely saw the magic and innovation that can happen when everyone feels free to share their own unique talents,” said Henson. “We hope that Poppy's story will inspire Australians to celebrate their own tall poppies.”

Tall Poppy, which can be viewed at, is not the first CGU ad to promote ambition's good side. In 2019, CGU teamed up with The Monkeys to launch a campaign to help spark the ambitions of small business owners in Australia.

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