CGU believed ambition wasn’t talked about, or acted on, nearly enough in Australia. So they took it upon themselves to shine a light on ambition in order to inspire it in all Australians.
CGU launched The Ambition Index – a survey that measured the level of ambition across Australia and how it contributed to the economy in terms of GDP, jobs, community resilience, and personal wellbeing. It also looked at ambition within multiple diverse communities such as migrants, women and indigenous regional communities.
CGU utilised many platforms to share their findings, including PR, Out Of Home and social. Prime Motive's role was to provide the digital strategy for an online hub that was to house content and be the central point for the campaign and my role specifically was to art direct and execute that strategy in an inspiring and engaging way.
“The team really pushed themselves to deliver something that was special. The cross-team collaboration was both exciting and challenging but ultimately provided a more successful outcome.”
Shayla Kappelle, Head of Client Services
