Addressing the public’s apathy towards electrical powerline safety, a new campaign from Khemistry launched yesterday for Energy Queensland power companies Energex and Ergon.
Highlighting the dangers that are often ignored in relation to overhead, fallen and underground powerlines, the educational campaign reminds Queenslanders that despite being exposed to all kinds of lines throughout our lives, we tend to miss those that can have tragic consequences.
The campaign launches Energy Queensland’s new master tagline for powerline safety, ‘Take care, stay line aware’. To reinforce the importance of this message, the tagline appears throughout the campaign as an orange warning flag.
Energy Queensland’s manager of customer marketing, brand and external relations, Anita Sietas, said: “With the key aim of reducing the number of incidents with our overhead, fallen and underground powerlines, we were seeking fresh campaign creative that would serve as an effective yet enduring long-term behaviour change campaign, and Khemistry delivered on this in spades.”
Khemistry creative director Lindsay Thompson said: “We welcomed the opportunity to deliver this important behavioural change and awareness campaign for Energy Queensland.
“Powerlines, like many other lines in our lives, can blend into the background with tragic consequences. Our campaign seeks to remind the public to look up and be line-aware.”
The campaign launched on Sunday across multiple channels including TV, radio, digital and print. The campaign platform is anticipated to live for the next five years. Media is booked for the next 12 months, with additional assets being created over that time.
Creative director: Lindsay Thompson
Head of innovation and strategy: Caroline Starecky
Copywriters: Jessamy Ross and Darren Masters
Art director: Simon Budzevski
Graphic artists: Gaelle Masurier and Steve Wallwork
Director: Grant Marshall
Stills photographer: Erik Williamson
Senior producer: Bec Dakin
Sound and music composition: Dave Gaylard
Group account director: Mark Gregory
Senior account manager: Rachel Montague
Account manager: Phoebe Ong
Client: Energy Queensland
Manager of customer marketing, brand and external relations: Anita Sietas
Customer marketing ans communications specialist: Maree O’Brien
Marketing adviser: Michelle Brown
The Independent Media Agencies of Australia (IMAA), the national, not-for-profit industry association for the independent media agency industry has announced a series of group deal arrangements for its members, offering them savings on industry reporting, training and media tools. The group deal arrangements, brokered by the IMAA, offer independent media agencies access to reporting and […]
Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign. “We thought it would be fun to see some other iconic Australian brands back […]
James Horne (main photo) is the CEO of Balance Internet. In this guest post, he says direct-to-consumer DTC brands that endure past the initial launch have a true differentiation, standing out from competitors by driving connection… We’ve always known that brands need more than a good product and website to stand out from their competitors […]
Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]
Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]
Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]
Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]
Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]