New Zealand energy provider Genesis Energy launches new platform via Bastion Shine

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Genesis, New Zealand’s leading energy provider has launched a new creative platform, to help engage New Zealanders with their business and brand strategy. The campaign was developed by Bastion Shine and directed by Mark Albiston at the Sweetshop.


Says Justine Fairlie, GM brand and marketing at Genesis: “Our business is all about empowering New Zealand’s sustainable future, and we have a significant number of initiatives, both large and small, in place to deliver on that purpose. This new creative platform provides us with a great vehicle to deliver those initiatives to New Zealanders.”

Says Rich Maddocks, chief creative officer, Bastion Shine: “We’re excited about not only seeing the world through the eyes of a child but creating a family of characters each with their own unique personality and traits, just like you’ll find in any family dynamic. By focusing on these little moments of everydayness, we show how Genesis understands New Zealanders and plays a useful role in their lives.”

Says Albiston: “The humour in this world really spoke to me. I love the way we see the home through young kids’ eyes and their eccentric perspective on the world. And that they’ve imagined that “Somebody” is a real person. It’s the way young minds work.”

Says Stephanie Fahey, head of brand at Genesis: “In a traditionally low-interest category we’re setting out to engage with New Zealanders around their energy usage in meaningful ways. Genesis is leading our industry with digital tools and innovation, designed with our customers so they’re empowered to make better choices around energy and what’s right for their family, business, and the planet. We’re thrilled with the work and can’t wait to share it with New Zealand.”

The campaign launched on 5 June 2022 across multiple channels.

Client: Genesis Energy NZ Ltd
GM Brand and Marketing: Justine Fairlie
Head of Brand: Stephanie Fahey
Brand and Social Media Manager: Kimberley Burgess
Senior Brand Manager: Russell Long
Junior Brand Manager: Jess Burns

Bastion Shine
Chief Creative Officer: Richard Maddocks
Integrated Creative Director: Ben Barnes
Creatives: Social + OOH: Clementina de Ruiter + Phoebe Chetwynd-Talbot
Content Producer: Pip Mayne
Group Business Director: Henry Smith + Toby Sellers
Business Director: Marcelle Best
Head of Strategy: Andy McLeish
Head of Design: Danny Carlsen
Designers: Hannah Christensen + Tim Wightman
Artworker: Kuljit Kaur

GM Planning: James Davidson
Group Business Director: Angela Forward
Digital Director: Mireille Cope
Business Director: Lee Underwood
Senior Digital Planner: Nidhi Raniga
Junior Campaign manager: Emma Mills
Media Executive: Harry Kirenga

Production Company: Sweetshop
Director: Mark Albiston
Executive Producer: Kate Roydhouse
Executive Producer: Ben Dailey
Casting: Catch Casting
DOP: Gin Loane
Production Designer: Neville Stevenson
Editor: Luke Haigh
Colourist: Matic Prusnik
Online: Stu Bedford

Final master outputs and graphics: Toybox

Music | Sound Design
Music Negotiator: Level Two Music | Marcus Brooke-Smith
Song details: Thurston Harris | “Little Bitty Pretty One”
(Mechanical and Publishing)
Composer & Sound Designer: Beat Worms | Cam Ballantyne

Stills Photography: Match Artists
Photographer: Troy Goodall
Exec Producer: Gerardine Turney
Retoucher: Carl Baker