NOTE: You’re about to judge a piece of insurance B2B direct mail like no other - in a world usually dominated by dull, uninspiring material, we did the exact opposite.

In Australian culture we have a phenomenon called ‘Tall Poppy Syndrome’, where ambitious people are verbally or emotionally cut down. Basically, nobody is meant to be better than others, nobody is allowed to stand out. This is bad news for ambitious business owners, and even worse for the brokers who help insure them.

CGU Insurance, Australia's leading insurer for small businesses, set out to change the nation’s view of ‘Tall Poppy Syndrome’ by leading by example, including creating a short film with the Jim Henson Company, a 5-minute long paid TV ad, and a published book.