Western Power launches ‘Stories from the grid’ in its latest campaign via 303 MullenLowe, Perth
Secret love triangles, Sunday sessions and mad engineers – 303 MullenLowe, Perth has unveiled ‘Stories from the grid’, a campaign running in cinema and online, which offers a bird’s eye view of Western Power’s electricity network of the future.
Says Todd Baker, client service director, 303 MullenLowe: “Western Power is always trialing new technologies and innovations. This campaign is about opening up and talking about its innovations and experiments in a fun and relatable way, which represents a huge strategic shift for the brand.”
Says Richard Berney, executive creative director at 303 MullenLowe: “We loved this idea of shooting Perth from above to show energy moving, flowing and connecting. You can’t show the vastness of Western Power’s network using a standard camera angle, so we recruited a fleet of drones to tell our stories in a visually intriguing way.”
The first tale, ‘Energy Sharing: A Grid-Powered Love Story’, is all about Lucy, a giver, and Kevin, a taker, who literally consumes all her spare energy, until along comes Tessa – also a giver. This love triangle explains the benefits of a shared energy storage system, which could soon make sharing power between neighbours as easy as lending a cup of sugar.
The second film, ‘Batteries, BBQs and Balls: Energy Your Way’, depicts all the ways the people of Perth are using Western Power energy.
Filmed high above Perth, the campaign builds on the launch of ‘It’s ON’, a brand platform developed by 303 MullenLowe earlier this year, which
positions Western Power as a network that’s “changing at the speed of life”.
Says Jill Goodwin, brand and customer communications manager, Western Power: “We want to show our customers the many ways Western Power is evolving. The network now connects solar, batteries, advanced meters, microgrids and stand-alone systems seamlessly with the essential poles and wires. It’s an exciting time for energy in Western Australia, and 303 MullenLowe has done a fabulous job of depicting this.”
The third tale in the series, ‘Mind control: Directing the Power of Perth’, is about Peter, a seemingly mad engineer, with a fourth installment still to come.
Client: Western Power
Brand and Customer Communications Manager: Jill Goodwin
Senior Brand and Marketing Specialist: Bathsheba Fordyce
Digital Communications Specialist: Adam Portmann
Digital Communications Specialist: Rob Kerr
Digital Communications Coordinator: Simon Bumbak
Agency: 303 MullenLowe & 303 MullenLowe MediaHub
ECD: Richard Berney
Planning Director: John Linton
Client Service Director: Todd Baker
Business Director: Emma Hicks
Business Executive: Ali Mackellar
Agency Producer: Rozanne Fretz
Media Director: Bec Oliver
Digital Media Director: Sasha Neame
Media Planner: Lucinda Kitney
Head of Digital: Peter Liddell
Digital Designer: Andrew Allingham
UX Designer: Douglas Lemos
Production: The Office of John Cheese
Producer: Kate Downie
DOP: Dave Le May
Drone Operator: Jason North
Drone Camera Operator: Blake Waldock