EnergyAustralia launches new campaign following re-branding via Leo Burnett, Sydney
Following the launch of EnergyAustralia's rebrand in August, which saw a man catapulting out of a giant 15ft slingshot, comes the new brand campaign, via Leo Burnett Sydney.The campaign, which is being rolled out Australia-wide across TV, online, print, outdoor and cinemas, sees EnergyAustralia employees learning how their customers use energy so they can help them be more energy efficient.
VIEW THE SPA SPOT
VIEW THE TREADMILL SPOT
VIEW THE FRIDGE SPOT
VIEW THE LAMP SHADE AD
VIEW THE TREADMILL AD
VIEW THE FRIDGE AD
Continuing with the feel of 'Slingshot', the new commercials take a
quirky, tongue-incheek approach with an underlying dry sense of humour,
and a focus on the characters of their employees in action.For them, it's business as usual. Harmlessly observing and
learning from
their customers' energy use. They're popping up where you least expect
it, whether it be in the kitchen, bathroom, or even the jacuzzi, to
bring efficient energy solutions to customers.Leo Burnett Sydney has been responsible for all campaign elements, including the new logo and brand identity.
Credits for Fridge and Treadmill
Client: EnergyAustralia
Agency: Leo Burnett, Sydney
Andy DiLallo, Chief Creative Officer
Iggy Rodriguez, Creative Group Head/Writer
Justin Carew, Creative Group Head/Art Director
Jason Young, Designer
TC Miles, Strategy Director
Margot Fitzpatrick, Executive Producer Broadcast
Wendy Gilles, TV Producer
Paul Everson, Group Business Director
Libby Weston-Webb, Senior Business Director
Neil Duncan, Snr Business Manager
Harold Einstein, Director
Station Film, Production Company
Production Producer, Eric Liney
Production Facilitation, Curious Film
The Mill NYC, Post
Simon Lister, Nylon Studios, Sound Design
Peter Sciberras, The Butchery, Editor
Vanja Cernjul, Director of Photography
Credits for Spa
Client: EnergyAustralia
Agency: Leo Burnett, Sydney
Chief Creative Officer: Andy DiLallo
Writer: Iggy Rodriguez
Art Director: Justin Carew
Client Services Director: Peter Bosilkovski
Senior Business Director: Libby Weston-Webb
Senior Account Manager: Kayleigh Chapman
Agency TV Producer: Tim Denton
Production Company: Robbers Dog
Director: Adam Stevens
Producer: Helen Hendry
VFX and Post Production: The Editors
VFX Producers: Nicoletta Rousianos
Grade: Ben Eagleton - The Editors
Editor: Peter Whitmore - The Editors
Music Composer: Gerard Fitzgerald
Sound Design: Craig Porteils
Music and Sound Producers: Larissa Coupe
Music Creative Director: Remesh Sathiah
Print Credits
Client: EnergyAustralia
Agency: Leo Burnett, Sydney
Chief Creative Officer: Andy DiLallo
Art Director: Justin Carew
Copywriter: Iggy Rodriguez
Photographer: David Stewart
Producer: Michelle Brown
ahhhhh...kitchen stories
I don't mind the almost funny 'humour' that doesn't quite get there.
But I have a real problem with a brand that jokes around when they've just doubled my bill, and only 9% of it is from the carbon tax. That plus all the money they are spending on this. Every time I see one I'm reminded to switch.
Is it me, or does Leo Burnett use A LOT of overseas directors. I think these spots are good, and the director's have done great jobs, but are there really no local's that could have pulled them off?
Funny.
Yeah kinda funny. Good for an energy company for sure.
Re 2nd comment...
They ARE well directed. Lots of little subtle touches. So maybe that's your answer.
The feel very reminiscent of something. I will go and find out the answer.
Congratulations Leo's and Energy Australia you have finally put switching providers on the agenda with ... only problem is it will be existing customers switching away... Hideous try-hard, cringeworthy attempt at humour which naturally follows on from the dopey catapult ad. The only thing that should have been loaded into that catapult is the Agency
The work is produced with a high degree of professionalism and polish, but there's no getting around the elephant in the room - rising prices.
Atrocious. Juvenile humour. No real understanding of, or empathy with the consumer. Leo's should stick to beer.
Also the company representative sitting in the spa with the consumer has been done to death.
Not funny. Not particularly well directed. A bit depressing really.
No advertising will change my perception of this insidious industry.
Just had a meter reading done at my new place and the call time was an 8 hour window, and they refused to call in advance of arriving. My wife sat in the house for 7.5 hours waiting. We had to call them at 4:59pm and abuse an operator to ensure they turned up.
They blamed it on their "subcontractors" and that "all energy providers have use the same company".
Pricks
if you're going to relaunch yourself on the basis of listening to your customers needs i hope your next phase offers up some improvements to service, otherwise you've sold them yet another dummy. What's more, in the pursuit of humour, I reckon your existing, loyal consumer base will be leaving in droves, because you've had their feedback for years and offered only price rises in return. Intelligence and empathy would surely be the way forward in the current climate. Sadly, agency and client have decided that an overseas jolly would be more fun.
here's that conservative company employee inappropriately sitting in the spa gag:
http://www.bestadsontv.com/ad/41502/iSelect-Spa
It tickles my funny bone.
Unless you compare peak,shoulder and off peak kwh
everything is bull....
Average creative at best.
http://www.youtube.com/watch?v=d_oaOMlurbk
Dust off the old VERO strategy.
'We look at insurance/energy from every angle.'