Genesis helps New Zealanders reimagine energy in newly launched brand campaign via Shine


Genesis has introduced a new creative platform, developed by Shine, which builds on its highly successful “With you. For you.” brand relaunch.


Launched last night, ‘Reimagine’ is all about helping New Zealanders to think differently about energy; what it is, where it can come from, and how it can be managed and used.

Says Justine Fairlie, GM of brand and marketing at Genesis: “Research shows that Genesis leads the industry when it comes to innovation in New Zealand, helping our customers better control, manage and understand their energy use. The reimagine platform enables us to tell those stories in an authentic, inspiring and emotive way and really connect with New Zealanders.”

The platform kicks off with a view of the world through the eyes of a child, observing that actually, everything in the world is energy, and inviting customers to help Genesis reimagine it.

Says Chris Schofield, ECD, Shine: “Genesis are doing amazing things to help create a better energy future for New Zealanders and we’re delighted to be able to help them tell that story in an emotional and human way. We love the thought that everything in the world is energy, and the possibilities for harnessing and using that energy are endless.”

The integrated brand campaign will be supported by tailored executions across television, digital, print, radio, social media, outdoor and cinema.

Find out more at

Client: Genesis
EGM Customer and Innovation: James Magill
GM Brand and Marketing: Justine Fairlie
Senior Brand and UX Manager: Lizzy Baker
Senior Brand and UX Manager: Stephanie Fahey

Agency: Shine
Creative Partner: Chris Schofield
Senior Art Director: Darren Wong Kam/Billy McQueen
Writer: Martin Brown
Partner in Charge: Simon Curran
Head of Planning: Andy McLeish
Group Business Director: Jo Taylor
Senior Account Manager: Marcelle Ruffin
Executive Producer: Nick Barnes

Production Company: Goodoil Films
Director: JH Beetge
Producer: Mark Foster
Editor: Tim Mauger
Online Post Production: Blockhead
Music Supervision: Aeroplane Music Services
Music: Do You Realize
Written by Dave Fridmann, Michael Ivans, Steven Drozd, Wayne Coyne
Published by EMI Blackwood Music Inc. Licensed by Sony ATV Australia Pty Limited.
Courtesy Warner Music New Zealand.
Stills Photography: Steven Boniface
Retoucher: Jason King