Tropfest is the world's largest short film festival. Held annually in Sydney, it is regularly attended by over 100,000 people. So when, a month out from Tropfest 24, it was announced the event was being cancelled due to financial mismanagement, it was major news in Australia and across the world.

CGU Insurance had no previous relationship with Tropfest. In fact, they had never partnered with any event like it. But with all of Australia watching, we suggested that saving Tropfest would be perfect way for CGU to demonstrate their brand promise, to help an iconic Australian 'See It Through'.

It was a gutsy move on CGU's part. Insurance is a business of risk mitigation, and we were proposing CGU commit their advertising budget to saving an event that had just been cancelled for poor financial management.

But ultimately, the opportunity to prove their promise was too good to resist.

Tropfest was originally planned to be held on December 6th in Centennial Park in Sydney, Australia. When the late cancellation made that date impossible, we decided it was the perfect time and place to announce Tropfest's unlikely resurrection.

Tropfest founder, John Polson made the announcement before over 30 invited media outlets. Previous Tropfest participant, actor Simon Baker, was also on hand to lend his star power to the coverage.

Australia's two leading breakfast shows live-crossed the announcement that CGU was saving Tropfest, as did the ABC, Australia's national broadcaster (even though they're prohibited from carrying commercial or advertising content). By lunchtime, it was the lead story on every Australian news bulletin and quickly spreading internationally.

When Tropfest was finally held on February 14, Valentine's Day, it was a tastefully CGU branded celebration, with all the goodwill of having the event return attributed to the insurance brand.

Please see confidential results below.