Origin hopes people look at energy differently in new campaign via Clemenger BBDO, Melbourne
Origin Energy has launched a new integrated campaign via agency Clemenger BBDO, Melbourne aimed at encouraging the public to think differently about energy.
Says Clemenger BBDO Melbourne ECD Ant Keogh: “This campaign aims to break down the category and encourages people to think differently about something they currently take for granted. Our idea associates energy generation with the production of daily staples, such as bread and milk.”
Says Origin general manager brand and digital Sophie Finn: “While energy is an essential service, people don’t tend to think about it beyond their bill or switching the lights on.We want people to think about energy in a fresh new way. It takes years of planning and the hard work of thousands of Australians to get energy to people’s homes. An important part of our campaign is showcasing the integral role Origin plays.
“This campaign aims to increase people’s knowledge and understanding about the role that Origin plays in exploring, generating and buying energy. We know that when people know more about energy, the better they feel about our brand and industry.”
The campaign will run on TV, cinema, radio, print, outdoor, digital and social media.
10 Comments
Really smart guys.
Origin have talked a lot about demystifying energy, but don’t seem to do much to live up to it (both this campaign and the last). One day I’d like to see an energy company do something groundbreaking that genuinely does make you look at energy differently. And makes it easier for everyone to comprehend.
I say that as a marketer and a consumer.
Beautiful work Michael and team!
Everyone takes more kindly to a baker than a power broker.
Clever.
Really? Tell me something I don’t know
Energy ‘made fresh’ every day? No. Just no.
Not great but compared to other campaigns for this industry it’s inspired. Energy Australia advertising is mind blowingly shit and just plain dumb
I don’t like ads that ignore the first law of thermodynamics: energy can be neither created nor destroyed.
. . . which isn’t very good – for an energy company.
I hope they know what they’re doing.
Yeah, I don’t want any of that frozen energy that the others provide. I just want it fresh. What’s the point of leaving lay around for a couple days it just gets stale! .. Hang on .. usually the fresher it is the more it costs… Gee can I bottle it up and save it for another day for when they put their prices up? ( WTF were Origin thinking? )… blah blah blah ..