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
In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]
Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]
Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]
Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]
Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]
Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]
Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]
Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]