Suncorp tells a tale of two Queenslands in new ‘Resilience Never Rests’ push

Suncorp has extended its long-running resilience platform with a new campaign that leans into the realities of life in Queensland, where natural beauty and climate volatility sit side by side.

Created by Leo Australia, the latest instalment, ‘Resilience Never Rests’, is built around a storybook-style film following a young girl navigating shifting weather conditions on her way home.

Shot entirely in-camera by UK director Sam Brown through Scoundrel, the work deliberately avoids the insurance category’s typical reliance on disaster imagery, instead focusing on the everyday experience of living with changing conditions.

For Suncorp, the positioning is closely tied to its Queensland roots.

“Queenslanders don’t experience nature in one way; they live with both its beauty and its risk, and therefore resilience is a necessary way of life,” said Mim Haysom, executive general manager brand and customer experience at Suncorp.

“As Queensland’s largest insurer, proudly based here for over 100 years, no one understands better than Suncorp that Queenslanders don’t simply switch resilience on when disaster strikes.”

The campaign builds on the brand’s broader resilience strategy, which includes initiatives such as One House and Haven, aimed at helping customers better prepare for extreme weather events.

Leo Australia executive creative director Tim Woolford said the work was designed to reflect a more balanced view of life in the state.

“Queensland is beautiful, but living there has its challenges. By holding both realities in the same frame, the work reflects what people experience every day,” he said.

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