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.

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The multichannel campaign builds on the idea of Australia as the lucky country, suggesting that for every win, there is a wobble, and for every fluke, a fail. 

The hero film follows moments where one person’s good fortune is balanced by another’s misfortune, framed as a kind of luck yin and yang within everyday Australian life.

The film’s narrator observes, “While you’re having a rippa, someone else is having a shocka. Yeah, it’s all connected. And you never know which end of the stick you’re going to get”. As life moves faster, the campaign positions unpredictability as an inherent part of the Australian experience.

Mim Haysom, EGM Brand and Customer Experience at Suncorp, said, “AAMI recognises life can be unpredictable – from the lucky everyday moments of quintessential Aussie life to the unlucky times when our customers need us the most; AAMI is there to support and make it easier. There’s no insurance brand in Australia better placed to reflect the unique realities of Australians’ lived experiences. That’s something this campaign does so well, whilst reinforcing our enduring brand line ‘Lucky you’re with AAMI’ and strengthening our position as Australia’s national insurer.”

Tim Woolford, executive creative director at Leo Australia, said, “We love the way this new campaign builds on the idea of the lucky country with a new twist – because who doesn’t love a bit of straight-up Aussie pseudo-science? The idea that there’s only a finite amount of luck to go around is the kind of tall tale you hear around a campfire, so working with Australian actor David Field to be that whimsical narrator was a real highlight.”

Led by OMD, the national campaign will run throughout the year across television, online, out-of-home, social, cinema, digital, radio, and stadium placements.

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Suncorp has long advocated for greater investment in resilience and mitigation initiatives to reduce the impacts of extreme weather at both a community and household level – Haven is the insurer’s groundbreaking next step in this mission.

With ‘Haven’, the tool uses property, location, weather, and natural peril risk data, allowing any homeowner in Australia to enter their address, see their weather risks, and receive a tailored video and downloadable resilience report for their home. It is the first time in Australia that expert data sources have come together to tackle resilience, helping homeowners with knowledge and tools in the face of worsening extreme weather.

Moreover, ‘Haven’ uses ethical AI technology to give every home a voice in a tailored video that represents its age, providing homeowners with information about their risk to cyclones, bushfires, floods and storms, and tips on how to protect their homes from future events.

The experience is then captured in a detailed interactive report, providing tailored, practical resilience tips relevant to each specific weather threat.

Haven’s launch coincides with the release of new Suncorp data, revealing the extent of extreme weather risk across Australia. Suncorp’s data shows more than 2.7 million Australian addresses are at high risk of at least one extreme weather peril, such as bushfires, floods, cyclones and storms.

Haven comprises live APIs and AI technologies. Leveraging Google APIs, users visualise their homes in 3D Tiles and Street View and locate nearby resilience services such as hardware stores. CoreLogic supplies detailed property insights, helping to identify the property’s age and house type, while Geoscape’s data facilitates seamless integration between various data sources. WillyWeather provides users with real-time weather conditions, along with other insights about anticipated future weather conditions. 

The campaign launches across OOH, TV, cinema, social and influencer, and digital channels such as YouTube and Spotify. 

Mim Haysom, executive general manager brand and customer experience at Suncorp, said, “To help encourage home resilience across the country, Suncorp included extreme weather risk data for storms, cyclones, floods and bushfires in the Haven experience, therefore making resilience tips more tailored to each property. We are committed to continue finding new and innovative ways to leverage our 100 years of extreme weather experience, alongside the latest technology, to help our customers and all Australians reduce risk.”

Meanwhile, Andy Fergusson, chief creative officer at Leo Australia, commented, “The Suncorp resilience journey, which includes our One House initiative, now extends to every house in Australia. And it wouldn’t have been possible without the shared vision, immense dedication, and collaboration of countless people at Leo, Suncorp, and all our production partners.” 

Suncorp launched its resilience brand platform in 2021 with One House, a house designed to withstand and survive catastrophic weather conditions. This was followed by Resilience Road in 2022, where the lessons of One House were applied to five homes in one of Australia’s most disaster-prone towns, and If Your Home Could Talk in 2023.

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