Momentum Energy launches new integrated brand campaign via RAPP + DDB Melbourne
Momentum Energy has launched its new campaign via RAPP, together with DDB Group Melbourne. The new brand campaign is the first work created by RAPP and DDB Group Melbourne, since winning the Momentum account in a competitive pitch back in May.
It launches with a 60-second brand spot with three supporting 15 seconds commercials. In the 15s, Momentum’s values and beliefs are dramatised in a series of humorous situations set in the Tasmanian wilderness.
Most energy companies are the same – big, 
profit driven polluters who try and differentiate themselves with discounts and fancy offers. On the other hand, Momentum Energy is backed by Hydro Tasmania, Australia’s largest generator of renewable energy. As a Tasmanian company, they see the potential of nature all around them, and that defines their attitude to the environment, their customers, and their advertising.
“Energy companies, what made you choose yours?” is the opening line in the provocative brand spot. The commercial goes on to list examples of platitudes and marketing puffery constantly wheeled out by other energy companies in an effort to lure consumers.
Says Alex Kharucky, marketing manager, Momentum: “We see a world full of people that need energy, and a planet that needs looking after. Unlike other energy companies, we understand that the two are inextricably entwined and that’s why we come from a different place.”
The TV campaign was directed by Tom Noakes from Scoundrel Films and is supported by radio, digital, press and outdoor.
Agency
Chief Creative Officer – Darren Spiller
Executive Creative Director – Simon Bagnasco
Creative Director – Jim Ritchie
Art Director – Jordy Molloy
Copywriter – Toby Kennedy
Head of Onscreen – Simon Thomas
Senior Producer – Tuesday Picken
Group Business Director – Angela Bishop
Head of Technology – Matt Oxley
Digital head of art – Jonathon Yuen
Executive Producer – Kristy Russell
UX Lead – Jonny Martyr
Front End Developer – Michael Raffaele
Back End Developer – Matt Dane
Production Manager (Print) – Denis Bernar
Production
Production Company – Scoundrel
Executive Producer – Adrian Shapiro
Producer – Belinda Dean
Director – Tom Noakes
DOP – Stefan Duscio
Photography
Stills Photographer – Adam Gibson
Post
Editor – Adam Wills
Grade – Ben Eagleton
Post Production Supervisor- Jonathan Hairman
Post Production – Cutting Edge
Cutting Edge Producer – Lara Allen
Sound Design – Craig Conway
Final Sound Producer – Laura Hesse
Music – Karl Richter @ Level 2
Client
Acquisition Marketing Manager – Alex Kharucky
Digital Marketing Manager – Luke White
24 Comments
Hey!
But our energy IS made fresh daily!
Great looking spot Noakes.
I like it.
Should have fracked it.
Amazing spot, finally a clean energy company.. with a sense of humor.
Love ’em. Really nice work.
This looks so sick. I can’t believe all of those locations are in Tasmania!!!
Has anyone else noticed DDB seem to have a crack at their client’s competitors in every spot – Devondale poking fun at Lion and Parmalat, AHM having a go at iSelect, now Momentum sticking it to Origin… That said, I do like this spot.
Maybe in 2050 AGL will come up with something as brilliant as this!
Nice work to those involved
whatever.
Damn nice!
that shot where he’s sitting on the dam is shopped I can tell by the pixels
Someone needs to teach that man how to whittle
Well done all. A very nice campaign shot really well.
Interesting departure for Noakes. Can’t wait to see the next spots from him. Showing some variety at Scoundrel.
Go home DDB Melbourne, you’re drunk.
Great, now you’ve bored the tits off my bull I need to go and get it cosmetic surgery. Which is a real pain in the arse. Zzzzzzzzzz.
This has simple and effective Dave Trott thinking all over the shop, glad to see someone in Melbourne is actually using creative to solve strategy, it’s refreshing.
Thanks for all your above comments DDB, Scoundrel, Momentum and friends. Back in the real world a bumbling and boring man mumbling some corporate manifesto crap as he stumbles about a forest in a series of poorly acted and edited shots still doesn’t make for good work. Moving on …
@See through – ooh, you gwumpy.
I like.
This could get interesting…
Sold!
Compelling and effective work.