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 www.genesisenergy.co.nz/with-you-for-you.
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
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
9 Comments
Do you realise the chorus to your song runs “Do you realize (sic) that everyone you know Someday will die?” Or are you saying everything is energy and when we cark it we’ll supply Meridian customers FOC? In which case, may I get a discount?
Happy happy joy joy Meridian.
Uplifting. Great track!
Yes, it’s a great uplifting track, no doubt about that. It’s just being used inappropriately, which was the point the OP was making.
One day, the OP will die and I take some comfort in that.
Yeah, so you made a manifesto, which is old-school and cliché, but at least a manifesto makes a statement and lets us know where you stand as a company, right? Except, you managed to make a manifesto that doesn’t say anything at all. Kudos.
Don’t blame the agency. The team at Shine are smart operators. It’s the client that has a history of doing bland wallpaper. The last interesting thing they did was the Pukekos. Since then successive Genesis marketing teams have put out a series of banal boring ads. I assume that after this work fails to do anything they will put the business up for pitch again. Or the marketing team will run for cover and take up new jobs hiding in other big organisations where they can get paid to make their ad agencies make dross.
It’s too easy to blame the client. Yes, often they’re safe, not fully versed in real marketing , and scared of doing anything interesting. But it’s our job to convince them, to excite them, to guide them, to get our work through. That’s part of what makes a great agency these days…
By my count this is the third ‘campaign’ since the account has been with the current agency.
Time to reimagine energy with someone else?
Genesis as the start of something could be a good way in… call me.
Shine not really Shining here.