Energy company Momentum Energy has launched a new brand campaign from RAPP together with DDB Group Melbourne saying it ‘comes from a different place’.
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 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.
“We see a world full of people that need energy, and a planet that needs looking after” says Momentum marketing manager, Alex Kharucky. “Unlike other energy companies, we understand that the two are inextricably entwined and that’s why we come from a different place.”
The new brand campaign is the first work created by RAPP, together with 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.
The TV campaign was directed by Tom Noakes from Scoundrel Films and is supported by radio, digital, press and outdoor.
CREDITS
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
