Energy Australia launches new brand identity

True Energy

EnergyAustralia has created a new brand campaign to promote the integrated brand following the merger between TRUenergy and EnergyAustralia in 2011.

The campaign features a series of tongue in cheek TV ads in which representatives of the utility try to discover how consumers are using electricity.

The campaign will run across TV, online, in press, outdoor and in cinemas. The electricity and gas company has a new logo and brand identity created by Leo Burnett and is a very different look and feel to the previous work created by the agency for the brand’s Olympic swim team sponsorship.


Client: Energy Australia
Creative agency: Leo Burnett Sydney
Andy DiLallo, Chief Creative Officer
Iggy Rodriguez, Creative Group Head
Justin Carew, Creative Group Head
Jason Young, Designer
TC Miles, Strategy Director
Margot Fitzpatrick, Executive Producer Broadcast
Wendy Gilles, TV Producer
Paul Everson, Group Business Director
Libby Weston-Webb, Senior Business Director
Neil Duncan, Snr Business Manager
Harold Einstein, Director
Production Company: Station Film,
Production Producer, Eric Liney
Production Facilitation: Curious Film
The Mill NYC, Post
Simon Lister, Nylon Studios, Sound Design
Peter Sciberras, The Butchery, Editor
Vanja Cernjul, Director of Photography



  1. Daniel
    27 Aug 12
    1:21 pm

  2. Maybe it’s just me, but does this remind anyone else of the iSelect ads?

  3. Simon
    27 Aug 12
    3:44 pm

  4. great news is we will not have to see that god-awful Tru Energy abortion of a logo anymore – horray!

    BTW – the ad itself has confused messaging ….good to see no copywriter put their name against it. The strategy is shoddy.

  5. Sam
    27 Aug 12
    6:27 pm

  6. I don’t get the bit with the person being catapulted away – I know whacky stuff can help make an ad stand out and be more memorable, but I just don’t get the catapult so the whole ad doesn’t make sense for me.

  7. Tom
    28 Aug 12
    7:28 am

  8. TRUly awful hot mess of an ad… no strategy, no charm… just plain awful and even worse incredibly forgettable… Guru Todd asleep on this one??

  9. ex-agency girl
    28 Aug 12
    11:19 am

  10. Looks like an attempt to ‘scrub up their ‘green image’ while they hike up costs to consumers. Regardless of how clever, or in this case, not so clever, the advertising is, if they can’t win trust, and save costs with the consumer – then this is a waste of air time.

  11. Dabug
    30 Aug 12
    9:13 pm

  12. Yep. Two energy brands merge, becoming the catalyst of a new brand identity. The ad looks to be clutching at straws to provide a tangible benefit of this change though. There’s some line about ‘heading out to see how customers use their energy’. Huh? Where’s the benefit there?

  13. craig
    31 Aug 12
    2:03 pm

  14. Energy Australia??? They are chinese owned!