Meridian harnesses the elements in newly launched brand platform via BC&F Dentsu


At a time when almost every business claims green credentials, Meridian continues to walk the walk. Whether it’s helping people save the world from their sofas, beating the Norwegians at their own electric car game, or using the saxophone to get endangered kākāpō breeding, BC&F Dentsu have helped Meridian become known as the most sustainable power company in New Zealand.


It isn’t just feelgood stuff either. Meridian, one of New Zealand’s largest and most sustainable companies, is committed to leading the way on climate change, and supporting and championing Kiwis who share the view that this is a critical issue and want to do something about it.

The new brand platform launches with a TVC celebrating that like Meridian, Kiwis will go to great lengths to keep New Zealand clean and beautiful. And that although sometimes the wind can be a bit of a pain, we can harness its energy for good. The integrated campaign was developed in partnership with OMD with the TVC complemented by press, outdoor, digital, PR and some pretty special things still in the works.

Since the arrival of Julian Smith as CCO and Michael Healy as CMO, it’s been a busy time for Meridian Energy in what the pair describe as, “an intensive focus on getting the conditions right to create an environment where our people and agencies can do the best work of their careers.”

With the whole marketing team undertaking Mark Ritson’s miniMBA programme, brand strategies rebuilt, new martech being implemented, re-energised agency relationships and a host of new tools and insights, the first external signs of a laser-focused marketing operation have broken cover over the weekend.

Since the very beginning, Meridian has only generated electricity from 100% renewable sources, which is celebrated with an all-new positioning, Wind. Water. Sun.

Says Brad Stratton, associate creative director, BC&F Dentsu: “It’s a distinctive, simple expression of everything the brand’s made of.”

Says Ben Fielding, strategy and brand lead at Meridian: “It’s an exciting new step for Meridian as a business, that we think will appeal to Kiwis everywhere.”

Says Luke Farmer, managing partner, BC&F Dentsu: “It’s been a fun ride working closely with Ben and the rest of the team at Meridian. The new strategic direction we’ve developed in partnership with Meridian is likely to lead to some very exciting and unexpected things in the very near future.”

Says Murray Streets, managing director at BC&F Dentsu: “I’m thrilled for the client-agency teams that worked so quickly and seamlessly to develop the work and deliver this confident, leadership positioning for Meridian. It’s a great partnership and we’re so ambitious to do more together.”

The campaign launched over Queen’s Birthday weekend with more rolling out over the coming months. Notably it operates under a refreshed, more modern brand identity featuring a new logotype for Meridian designed by Inhouse.

Says Arch MacDonnell, creative director at Inhouse, describes the logo as “taking its inspiration from Meridian’s energy sources, as well as how energy is created, via turbines and rotors. It’s a modern representation of the business and a bold symbol for renewable energy.”

Client: Meridian
Agency: BC&F Dentsu
Visual Identity: Inhouse
Media: OMD
Production Company: Plaza Films
Director: Paul Middleditch

Meridian harnesses the elements in newly launched brand platform via BC&F Dentsu