The insurer has launched “Resilience Never Rests,” a new brand platform developed with Leo Australia, positioning preparedness not as a seasonal reflex, but as a permanent condition of life in Queensland.

The campaign leans into a familiar contradiction, the state’s postcard beauty sits alongside some of the country’s most volatile weather patterns.

The work, produced by Scoundrel and directed in-camera by UK filmmaker Sam Brown, unfolds as a storybook-style stage play. 

A young girl moves through shifting environments, each frame reflecting the unpredictability of the Sunshine State. No CGI storms. No disaster clichés. Just controlled theatrical disruption.

The move comes as insurers across Australia face mounting pressure to move beyond fear-based messaging, particularly in regions repeatedly hit by floods, cyclones, and bushfires. 

The industry has long relied on catastrophe imagery but Suncorp is trying something more restrained. 

“Queenslanders don’t experience nature in one way; they live with both its beauty and its risk,” said Mim Haysom, Chief Marketing Officer And Executive General Manager For Brand And Customer Experience at Suncorp.

“Resilience Never Rests reflects Suncorp’s commitment to protect what matters most: our customers’ homes, families, and communities,” Haysom said.

The platform builds on earlier initiatives including One House and Haven, Suncorp’s data-led risk communication tool designed to translate hazard data into practical household guidance.

The shift reflects a broader recalibration in insurance marketing across the Asia-Pacific, where consumers are increasingly resistant to fear-led narratives and more responsive to preparedness framing. In Queensland, that tension is sharper still. Risk is not abstract. It is annual.

“This campaign strikes a chord because of its truth – Queensland is beautiful, but living there has its challenges,” said Tim Woolford, Executive Creative Director at Leo Australia.

“This paradox is part of the defining experience of being a Queenslander,” Woolford said. “By holding both realities in the same frame, the work reflects what people experience every day.”

The campaign will roll out nationally across TV, digital video, out-of-home, social, and online platforms in May.

The post Suncorp anchors resilience messaging in new Leo Australia platform for Queensland markets appeared first on MARKETECH APAC.

The campaign, which was developed in partnership with advertising agency Leo Burnett, was designed through the use of the data and insights from last year’s One House project by Suncorp. Assessing five houses in one of Australia’s most disaster-prone towns, Rockhampton, the campaign highlights how families could make resilience their next renovation. 

Moreover, Suncorp and Leo Burnett have also worked with The Glue Society to create a fully integrated content system that people can use, learn, and apply to their own homes. The project team has seen a transformation in the families that took part in how they looked at preparing for natural disasters and how much more control they could have over their fate.

Suncorp has also unveiled the Resilience Road Hub, a virtual demonstration of the project and a place where people can learn about upgrades to make to their own homes.

Mim Haysom, Suncorp’s executive general manager of brand and marketing, shared, “Following on from the success of One House, we created Resilience Road with the intention of taking the elements of our One House prototype into the real world, and to demonstrate how some relatively small and simple changes to your home could be the difference between your home surviving a severe weather event or not. 

“You can see from the reaction of the families we supported through the process, how transformative this thinking can be. Not just for one home, but for whole communities,” said Haysom. 

Meanwhile, Andy Fergusson, Leo Burnett’s executive creative director, said, “Since the inception of One House, our vision and ambition has always been to democratise resilience and make it accessible to all Australians. Resilience Road is yet another step in making our homes and community as resilient as possible.”

The campaign will run in Queensland across broadcast television, radio, online, and across social.

The post Suncorp Insurance’s latest campaign promotes natural disaster resilience appeared first on MARKETECH APAC.