Origin says ‘Don’t waste your roof’ in new digital campaign via Clemenger BBDO, Melbourne
Aussies are being challenged to reconsider the power-generating potential of their roof in a new digitally-led integrated campaign from Origin via Clemenger BBDO Melbourne that continues their Energy Made Fresh Daily story.
Featuring the exploits of two loveable rogue sun stealers, the campaign will encourage people to consider solar with the call-to-arms “Don’t Waste Your Roof – Make Energy Fresh Daily”. A series of mockumentary films will follow Ray and Evon as they travel the nation stealing solar power from unused roof space and making new friends along the way.
The campaign is an extension of Origin’s 2014 “Energy Made Fresh Daily” campaign which encouraged Australians to think differently about energy. This time around, the focus is on the role that Australians can play in making their own energy fresh daily
In a contrast to traditional industry brand campaigns, Origin will introduce Ray and Evon via digital and social channels where people are actively seeking out new and interesting content. Extended versions of the Ray and Evon films will also feature in cinemas and on the campaign website www.origineenrgy.com.au/fresh, while a series of creative outdoor executions will draw people’s attentions to the roof spaces around them and their untapped solar generating potential.
Says Sophie Finn, general manager, brand and digital, Origin: “Energy Made Fresh Daily was all about the end-to-end energy story. This time around we’re highlighting the role that everyone can play in the energy story – by making their own energy. And there’s no better demonstration of making your own energy fresh daily than through solar.
“While solar is part of the vernacular for Australians, many still don’t consider it viable for their homes. By highlighting how they may be missing out and wasting their own roof space, this campaign aims to help consumers understand how they can work with Origin to unlock the potential of their roof.”
To help illustrate the solar generating potential of Australian roofs, Origin has developed the “Rate My Roof” web app. This allows people to trace their roof space via Google Maps and produces a hypothetical estimate of the value of electricity their roof space could generate if it was entirely covered in solar panels. The app is designed as a fun way to highlight the potential of wasted roof space for generating energy.
The campaign commences on 3 May and will run for eight weeks in Queensland, New South Wales, Victoria and the ACT through outdoor billboards, online advertising, cinema advertising and social media.
Says Ant Keogh, executive creative director, Clemenger BBDO Melbourne: “Energy is a low involvement category. So Origin needed to get their message across in an interesting way. This unexpected approach is designed to make the average house holder see they have an untapped resource sitting right there on their roof. Hopefully people will have a laugh and learn something along the way.”
Agency – Clemenger BBDO Melbourne
James McGrath – Creative Chairman
Ant Keogh – Executive Creative Director
Evan Roberts – Creative Director
Ben Keenan – Digital Creative Director
James O’Sullivan – Copywriter
Adam Barnes – Art Director
George McQueen – Digital Creative
Tom McQueen – Digital Creative
Giles Watson – Digital Creative
Jonathan Pangu – Group Account Director
Kyle Abshoff – Account Director
Bianca Shah – Account Manager
Rebecca Mason – Account Executive
Paul Rees-Jones – Executive Planning Director
Sonia von Bibra – Executive Producer TV
Karolina Bozajkovska – Senior Producer TV
Nathan VanderByl – Senior Digital Producer
Nicholas Short – Senior Print Producer
Production
Brian Aldrich – Director
Corey Esse – Executive Producer
Kate Menzies – Producer
Michael Iacono- Designer
Germain McMicking- DOP
Matt Toll – 2nd Camera
Peter Sciberras / Seth Lockwood – Editors
Jamie Scott – Flame Artist
Paul Le Coutier – Sound Designer
Production Company – Finch
Post Production – Method Studios
Sound House – Flagstaff
Development – Fork Digital
29 Comments
Nice angle. Love it.
Brillant.
i like it a lot. really nice idea and produced beautifully.
My only negative is like a lot of home owners –
I want solar energy but i don’t want those butt-awful solar panels on my roof.
The day the solar industry solves that problem they’ll have a new customer.
Either that or any new home has to have a flat roof so you can hide them.
C’mon James, would you put solar panels on your beautiful roof?
But, like I said – nice idea, beautifully produced.
Makes solar usage,dumb, unstylish and cheap.
Makes panels look very suburban, daggy and a bit of a joke.
Clever advertising people sneering at the great unwashed.
Fail.
Cool Idea but the proposition ‘fresh energy’ still doesn’t resonate. When do we actually get stale energy? Yes, it’s for a bit of fun, but to the intelligent people….fresh energy sounds stupid.
Very likeable, nice idea, but does rather re-inforce the stereotype of solar ‘pioneers’ being eccentric, fringe dwelling weirdos. Literally in this case. And poorly branded. With a generic product like solar you’ve got to find a way of owning it somehow. There are so many brands in the solar space now, you can’t assume recognition because this comes from Origin. As cute as this idea is, I wonder if it’s about 40 years too late to roll out the message that energy from the sun is a novel idea. I’m sure most people understand that. Then there’s the 2 messages contained within this commercial; ‘Fresh Energy’ is another idea nestling in the bosom of the ‘Sun Stealers’ idea. I wonder if the client fell in love with the former and it had to be included to power the latter. And another thing: at over 3 minutes it’ll never run on prime-time TV where it needs to be seen most to capture the MASS MARKET. Otherwise, solar will remain a kooky, fringe product. Certainly this work is a lot more palatable than the shouty, hurry-hurry retail style favoured by most brands but with the above caveats. OMG, I tried to be positive!
Lots of fun. I was entertained throughout which is a good indicator of well crafted branded content.
Nice work – made a cynical ad creative giggle throughout.
Both boring and stupid.
Usually ad content only manages one.
“Origen needed to get their content across in and interesting way”.
So why this?
C’mon guys, telling people to go to a website does not make it a digital campaign. Looks like a nicely produced film, but a video close to 4 mins for a digital audience? Shame the digital component of this digital campaign let’s it down.
Simple and pretty entertaining. Also good for this usually boring category.
The same haters here have slagged off well awarded work in the past for the same reasons. ‘It’s stupid’, ‘Why does it have to be so ugly’ etc.
Clems, you can rest well knowing that when this wins awards they’ll be praising it to bits but more importantly, none of them would ever have the foresight to approve something like this.
Great stuff.
For my money, the video does get a tad repetitive towards the end, I think you could lose a few scenes between now and awards season.
I like the campaign. The characters are likeable and interesting. I am very intrigued by Evon’s past. What did happen in Byron Bay in 1985? Many people Evon’s age would have had an interesting younger life. Also this is obviously a second marriage. What are both characters’ history?
The pair are a modern Australian archetype. The retired, older boomers who’ve been through previous messy marriages, who have had a younger regrettable life they don’t really regret before embarking on a life of corporate and domestic servitude, which they are glad is behind them, and are at last enjoying some freedom.
Well, that’s what I thought when I looked at it.
I might even get the PVCs I’ve been planning for a couple of years.
No, it’s no good for the reasons stated above (below) like ” eccentric fringe dweller solar panel lovers” , and ‘stupid’ , ‘ suburban ‘ unbranded’ . The narrative is way clunky also ; where is any/ everyone going? Are homeowners left without power ? Were the gray nomads left without power? Is there crime involved? Or we’re they just
‘ borrowers’ ? Not very well thought through. Brain-free zone.
Absolutely love this ad.
Brilliant !!
Totally takes the piss out of all the stupid people who don’t get solar .
With short term return on investment ,self funding ,producing there own power in the best country in the world to generate and become self sufficient …
Rubs it in the faces of The dumb and dumber who still haven’t installed
Awesome … Want to see more
Im amazed at comments re solar being ugly, who cares if it saves money!! its on the roof, who sees it?!
Funny ad, but yes could be more thought out, but so could lots of things.
I wish more ads were like this! It was entertaining and I watched it through to the end then went looking for the other ad. I don’t think I’ve EVER sought out an ad to watch before. Funny and interesting, people who think it’s stupid don’t seem to get that they’re taking the fun out of people who “don’t get” solar is a viable option for energy production. If people start thinking about maybe they should look into solar? Then the ad has done it’s job. As for solar panels being ugly? Really? They’re not that bad and they’re on the roof anyway. Who cares.
I love this add. Love the characters and concept. Well done!
Hello there, I think the commercial is ill thought out. Looking at the credits on the front story it took a lot of people to put it together. Are you serious it took all those people.
Anyhow, why would the campervan man need to put the solar panels over a house roof, why wouldn’t he just put them on the top of his van and then get the sun everywhere he drives all the time the sun is out. Like most ads. the ad. companies are really dumb and that is one of the reasons people turn them off, get a cup of tea etc. rather than watch them.
Good idea but dumb TV ad. I hate it!
I find that ad pretty presumptuous, almost patronising.
Getting solar energy is not as straight forward as one may think. It takes a lot of money to get them installed for a start, which makes it difficult for some people to make the switch. Saving up for solar panels are hardly one’s priority when you find it hard to make ends meet in any case.
Sure, it’ll probably save them money in the long run, but that may take months to years depending on different cases (such as size of panels/roof/sun time etc). And then there are people like me who rent, and basically can’t do anything unless the landlord decides to install it.
I say there is a better way to get the message across without showcasing two happily retired boomers who go around invading other people’s roofs “pinching” the energy that people “aren’t using”. The whole thing robs me the wrong way.
I am insulted and so should every Australian. Energy cannot be created or destroyed. However Origin makes it fresh Daliy. Treat me like an educated person and tell me that solar panels transform the free energy from the sun and transform it to electrical energy for our consumption.
Sorry, but while the purpose of this commercial to promote solar energy is admirable and important, its substance or execution is annoying. Stupidity is irritating and while the idea of placing a set of panels over houses at random might have sounded good in planning, it just comes off as bizarre and the couple shown just appear to be serial pests.
This is great, nice work. As an added bonus the negative comments on here are far more amusing than usual, some proper lols.
Re solar panels ugly on the roof ??? …… Ugly houses out score ugly solar panels on roofs by a long shot!!!
I just love your adverts. They always make me smile/laugh. Very clever. Well done Team.
Your Ads crack me up – Some People get , Some Don’t