AGL launch campaign showcasing the role of energy in people’s lives

Energy company AGL has launched a new campaign which aims to make energy more tangible through showing how important energy is in people’s everyday lives.

The new campaign, created by GPY&R, takes viewers through the arc of a day from the perspective of a variety of consumers and aims to showcase the variety of ways energy is used. The ad ends with the tagline ‘At AGL we create energy solutions for every part of every day…and every day after that”.

GPY&R chief creative officer Ben Coulson said: “We wanted to portray the human side of energy; how it’s an underlying constant we sometimes take for granted, that allows us to live the lives we want to, even when we’re not always aware of it. It’s quite amazing stuff when you stop to think about it, so we wanted to take a minute to notice the role power plays in our lives and the role AGL has in bringing it to us everyday.”

The minute long ad is supported with 15-second executions which highlight the various services AGL offers it customers.

AGL brand and communications manager Christine Tomaras said: “We’ve been providing energy to Australians since 1837 and while this is still central to what we do, we wanted to show that we have solutions to help with any aspect of energy.”

The full campaign runs for eight weeks across TV, print, outdoor, digital and social media in Victoria, NSW, Queensland and South Australia. An activation in Melbourne will further amplify the campaign, with Melbournians able to visit AGL’s Style Bar in Melbourne Central’s centre court tomorrow and Friday.



  • AGL Manager Brand and Communications: Christine Tomaras
  • AGL Retail Brand Manager: Tracy Thomas
  • AGL Senior Retail Brand Consultant: Belinda Mekis-Jones
  • AGL Senior Retail Brand Consultant: Rebecca Miles
  • Agency: GPY&R Melbourne
  • Chief Creative Officer: Ben Coulson
  • Snr Art Director: Jake Barrow
  • Snr Copywriter: Katie Britton
  • Senior TV Producer: Sheridan Bott
  • Account Management: Ella Ward, Matthew Hunt, Claire Minns, Lachy Larmour, Ian
  • Sawers
  • Planning Director: Mike Hyde
  • Production Company: Finch
  • Managing Director, Finch: Rob Galluzzo
  • Executive Producer: Michael Hilliard
  • Producer: Catherine Anderson
  • Director: Christopher Riggert
  • DOP: Jeremy Rouse
  • 2nd Unit Director: Yianni Warnock
  • Post Production:
  • Offline Editor: Jo Scott, The Butchery
  • Colourist: Andrew Clarkson, Method Studios
  • Online Editor: Ziggi Zigourais, Method Studios
  • Sound Engineer: Paul LeCouteur, Flagstaff Studios
  • Music: Electric Dreams
  • Composer: Mark Mitchell
  • Media: Maxus

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