While many Australians understand that solar and battery can help to reduce electricity bills, they’re less certain about who they can rely on once their system is installed. That’s the insight behind Gary, the star of Zelora’s first brand campaign.
Created by Howatson+Company, Gary, played by actor Michael Logo (Brett from Colin From Accounts), represents something rare in the category – ongoing support that sticks around for the long haul.
Directed by Rabbit’s Al Morrow, the hero film follows Gary from the initial phone call, through installation day, to years of ongoing support, where he practically becomes part of the family.
Sarah Horder, Zelora said: “For many Australians, upgrading to Solar & Battery is about more than just choosing the right system. It’s about knowing someone will be there to help them get the most from that system for years to come. That’s exactly what Zelora is built to do. Gary is a memorable way to bring our brand promise to life and represents our commitment to supporting customers well beyond installation day.”
We’re delighted to be working with Howatson+Company. Their empathy for the customer, comprehension of the category and commercial mindset stood out for us. Like Gary, we see this partnership as one for the long haul.”
Kate Naylor, GM, Howatson+Company, says: “It’s not every day a client trusts you with their very first brand campaign, so we wanted to make it count. Zelora has a promise that cuts through a crowded category, and Gary makes it impossible to forget, mostly because he won’t go home. We’ve loved making this with the Zelora team, and we can’t wait to see where we take it next.”
Simon Friedlander, group creative director, says: “It’s always exciting to work with a brand that offers something uniquely different in the category. A solar & battery company that not only installs but hangs around to give you a frankly unreasonable amount of support. Creating a character like Gary, the guy who shows up and never leaves, is more than a device. It’s the whole brand promise.”
The hero film is supported by an integrated campaign across BVOD, SVOD, YouTube, Meta, out-of- home, digital display, in-store at Bunnings and on Zelora’s website.
Campaign credits
Client: Zelora
Kieran Chute
Sarah Horder – Marketing Lead
Amanda Redwood
Clarice Greening
Creative Agency: Howatson+Company
Chief Executive Officer +
Founder: Chris Howatson
General Manager: Kate Naylor
Business Director: Portland Love
Strategy Director: Will Millar
Strategy: Caitlin Alcock
Group Creative Director: Simon Friedlander
Creative Director: Dan Smith
Creative Director: Ernie Ciaschetti
Design Director: Trent Michael
Design: Katherine Johnson
Head of Production: Holly Alexander
Producer: Charlotte Breene
Production: Rabbit
Director: Al Morrow
Producer: Katrina Maw
Executive Producer: Lucas Jenne
DOP: Crighton Bone
Casting: Danny Long Casting
Post Production
Head of Music and Sound: Shane Vancuylenberg
Editor: Lucas Vasquez
Colourist: Alina Bermingham
Bunnings and PHD
