Origin Energy launches new ‘Good Energy’ brand campaign via TBWA\Melbourne and Atomic 212°
Australian energy retailer, Origin Energy, has today unveiled a new brand campaign via TBWA\Melbourne and Atomic212, to highlight its commitment to making energy smarter, easier, more sustainable and more affordable for customers.
The ‘Good Energy’ campaign features a new, refreshed logo, making the first significant change to the brand in its 18 year history – with a campaign launching this weekend across TV, digital, outdoor and PR.
Says Donna Pidduck, chief marketing officer, Origin: “Our customers are at the heart of everything that we do at Origin. The change to our brand serves as a reflection of our ongoing commitment to Australians.
“Good Energy is what we’re promising customers – and that means committing to giving Australians energy that is affordable, effortless and sustainable. We need to provide energy that’s good for today, and even better for tomorrow.”
The campaign has launched with a 60 second TVC and will follow with a series of shorter TVCs talking to Origin’s three key value pillars, affordability, service and sustainability.
Origin provides more than four million Australians with electricity, natural gas, solar and LPG, in addition to being one of the nation’s leading power generators.
Creative Agency: TBWA\Melbourne
Chief Creative Officer: Paul Reardon
Creative Director: Bruce Baldwin
Strategy: Harley Augustine, Alex Horner
Business Management: Belinda Williams, Alison Bates, Vyon Contos, Melanie Sakkeus, Emily Watt
TVC Production: Janine Wertheim
Content Production: Stephanie Leddin
Content Director: Harrison Webster, Max Reed
Producion Company: Goodoil Films
Director: Uncle Friendly
Post Production: The Butchery/The Refinery
Editor: Tim Parrington
Photographer: Joe Wigdahl
PR: Alt/Shift
Media: Atomic 212°
Media Planning: Claire Fenner, Georgina Leslie, Rory Heffernan, Andrea Cehovin
Implementation: Kate Lemoine, Emily Wilson, Aline Eloy, Gisela Chelsea, Asheda Weekes, Elise Pektuzun
Client: Origin Energy
Head of Brand and Marketing Communications: Sally Gross
Marketing Communications Manager: Patrice Bougouin,
Brand Campaign Manager: Melanie Mccann
Brand Campaign Manager: Christina Pouzoulis
Brand ID manager: Eve Murfet
Senior Brand Designer: Daniella Acciarito
Senior Brand Designer: Tahle Ferguson
Social Media Manager: Michael Eva
26 Comments
Designed the new brand identity?
5 of the top agencies in Melbourne pitched for this account late last year. And this is the result. “Good Energy.” Kill me now. Please.
Yeah loads of good energy. We common folk call it coal and fracking.
Look over there, a dancing granny.
What a predictable and boring evolution of the brand id. Could have, should have done better.
Judging from the credits at the foot of the article, it looks like it was designed internally; and judging from the result, it looks like it was designed internally.
A little bit of me just died inside. What world do we live in where some of the best agencies bust their guts, strain their resources, and have good people working day and night for months on a competitive pitch with seven other agencies, and this is the result? Ugh.
Hang your heads in shame. Yes, all of you on the credits under Client: Origin Energy. This is horrible work and not worth the time and resources you made all the agencies involved waste on an open pitch, only to get your incumbent to produce this piece of dross.
Fairyfloss. Always a winner when you get the corporate value pillars into the script. Well done client! Meanwhile, over at AGL, they have a clear difficult story that I’m interested in (not sure I believe it fully yet) and they are having a crack at making it happen (while the pollies resist).
This is why there are experts in branding.
It’s the quintessential cheese you can always expect from Whybins Melbourne of late. Always obvious, rarely clever and totally over played. And usually lack an idea.
…the best advertisement for producing your own solar + battery.
I actually think Good Energy is a decent brand platform/positioning/line – whatever you want to call it.
Those vids aren’t to my taste, as they are all a little naff, but I will wait to see hwo this is rolled out before commenting.
Oh, and enough with the OTT reactions people. ‘hang your heads in shame’ – please, get a grip.
Not the market, how can you say that? Really, how can you possibly say that? When the first search on Google on Good Energy is actually a listed renewable energy company from the UK, you ditch the thought immediately. Are you serious? Where is the differentiation? Worst is, those guys totally own “Good Energy” searches and in social media they dominate. It’s a first thought, possibly the clients’, pedestrian at most and terribly unoriginal. And yes, shameful for supposedly experienced marketers to be going on this direction. The ads are terrible!
Damn, what a fall from grace.
Clems produced some amazing Origin work in the past. And the retail stuff from Whybin has typically been simple, but funny.
This, however, is abysmal.
Anyone who took part in that farcical pitch knows very well that was the client prop. “We want to be the Good Energy company”. Mmm. Ok. What about “Good Energy”? Why does it take 7 agencies to crack that one is beyond anyone’s imagination and the old “procurement due diligence” is just not an acceptable explanation. Clients get the work they deserve and Origin Energy deserves every single crust of this sickening stinker.
It’s like a shit and a bucket of sick had twins, and this is the ugly twin.
That said, I also worked on the pitch. And I know some really good creatives who busted their asses at Whybin’s at various stages over about 18 months on this brief.
There was better work. Lots and lots and lots of better work.
As the poster above said, clients get the work they deserve.
But really, when this is the end result, try to sneak it past the goalie quietly and hope no one notices. Don’t PR it.
Couldn’t see this happening on Scott’s watch.
AD PEOPLE WHO DIDN’T WIN PITCH SHIT ALL OVER WORK
sterotyped and out of touch…logo definitely looks like an internal job
The logo is a logo
It’s fine. Quite modern. Works on digital. Fine
Good energy. Kinda like Alinta’s positive energy right?
This ad doesn’t have very good energy.
Nice.
And I just hate nice.
Nice is the enemy of good.
And good is the enemy of great.
NIce is right in the middle of middle-of-the road.
Nice is interchangeable with any other corporate advertising.
Instantly forgettable, could be for anything.
Biscuits. Insurance.Telecoms.
Nice.
lol at the guy above who wrote a manifesto ad railing against “nice”
Did I mention that I hate nice?
And everything about this ad is nice.
Squandered opportunity. Their reputation is shot to shit after that farcical pitch. Good luck Whybin…