Energy company AGL has launched a new integrated campaign via GPY&R Melbourne, which aims to make energy more tangible by showing just how important energy is to our everyday lives.
The new campaign takes viewers through the arc of a day, and explores the various ways energy carries us through from one moment to the next. From the simple and ordinary, to the complex and critical, AGL provides the energy for every part of every day, now and into the future.
GPY&R Chief Creative Officer, Ben Coulson said: “We wanted to portray the human side of energy, how it’s an underlying constant we sometimes take for granted, that allows us to live the lives we want to, even when we’re not always aware of it. It’s quite amazing stuff when you stop to think about it, so we wanted to take a minute to notice the role power plays in our lives and the role AGL has in bringing it to us everyday.”
AGL Brand and Communications Manager, Christine Tomaras, wanted to create a campaign that audiences would instantly relate to: “We wanted to remind people of all the expected and unexpected moments in a day where energy touches their lives. It’s less a story about AGL, and more a story about our customers and what they do in their day-to-day lives. ”
The campaign highlights how AGL, traditionally known as a gas and electricity retailer, has moved into other energy related product and services, like emergency hot water replacement, solar and LED lighting: “We’ve been providing energy to Australians since 1837 and while this is still central to what we do, we wanted to show that we have solutions to help with any aspect of energy,” said Tomaras.
‘A Day in the Life’ launched on Sunday 31 August with 60 and 45 second brand spots. The campaign now extends into 15 second product-focused spots to encapsulate exactly how AGL provides energy solutions for every part of every day, from people moving home, to the needs of a small business owner.
Later this week, Melbournians will be able to visit AGL’s Style Bar, an activation that will take place in Melbourne Central’s centre court on Thursday 11 and Friday 12 September.
The full campaign will run for eight weeks across TV, print, outdoor, digital and social media in Victoria, New South Wales, Queensland and South Australia.
AGL Manager Brand and Communications: Christine Tomaras
AGL Retail Brand Manager: Tracy Thomas
AGL Senior Retail Brand Consultant: Belinda Mekis-Jones
AGL Senior Retail Brand Consultant: Rebecca Miles
Agency: GPY&R Melbourne
Chief Creative Officer: Ben Coulson
Snr Art Director: Jake Barrow
Snr Copywriter: Katie Britton
Senior TV Producer: Sheridan Bott
Account Management: Ella Ward, Matthew Hunt, Claire Minns, Lachy Larmour, Ian Sawers
Planning Director: Mike Hyde
Production Company: Finch
Managing Director, Finch: Rob Galluzzo
Executive Producer: Michael Hilliard
Producer: Catherine Anderson
Director: Christopher Riggert
DOP: Jeremy Rouse
2nd Unit Director: Yianni Warnock
Offline Editor: Jo Scott, The Butchery
Colourist: Andrew Clarkson, Method Studios
Online Editor: Ziggi Zigourais, Method Studios
Sound Engineer: Paul LeCouteur, Flagstaff Studios
Music: Electric Dreams
Composer: Mark Mitchell
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