Australian Values

Client & Asset

CGU & Collingwood FC

Channels

Social, stadium, print, PR

The Idea

Using players and fans from Collingwood, we created an integrated campaign that demonstrated and celebrated CGU’s core values of grit, resilience, optimism and loyalty. 

These values take on far deeper meaning when reflected on by the individual players, coaches and community that pour so much of their lives into the Collingwood Football Club. CGU provided a unique and insightful look into the person behind the game, creating a richer engagement with fans.

The campaign was extended in-stadia via the big screen, plus signage, digital, print and content amplification via Fox Sports and The Roar. For Fox Sports, this content proved to be some of the most effective branded content ever created by the platform.