AGL puts sustainability and digital experience at the forefront in brand refresh

Energy giant AGL has refreshed its brand and launched a new campaign drawing a line in the sand over sustainable energy supply, pledging to end its reliance on coal.

The campaign is the first work since the architect of NAB’s award winning Break Up Campaign, Sandra de Castro, joined the company in November.

The Cannes Grand Prix winning break up campaign had a massive impact  on setting NAB apart from its rivals in a market with little differentiation and de Castro told Mumbrella AGL was faced with a similar challenge.

AGL has refreshed its logo with a new stylised “gas burner” and adopted sustainability and digital user experiences as the core of its message.

The campaign is the first consumer expression of the brand’s commitment to ending its reliance on coal starting in 2022 and aimed for completion by 2050.

A 45-second ad anchoring the sustainability push opens with a man admitting the sector needs a shift.

“Let’s be honest, things need to change,” he says.

“So at AGL we are getting out of coal.”

He goes on to talk about the staged approach to the withdrawal saying: “We can’t just switch off today or things won’t switch on tomorrow.”

The ad goes on to promote a $3b fund to make renewable energy affordable for everyone and the fact AGL runs Australia’s largest solar and wind farms

De Castro said the strategy was aimed at making AGL stand out in a sector where brands were largely invisible to consumers with a focus on control, convenience and affordability.

“We have done a lot of customer research and probably the big line is there really is a sense in all energy brands that they don’t see them,” de Castro said.

“With customers we are invisible. We need to embark on a journey on sustainability.

Sandra de Castro

Along with the launch of the campaign over thew weekend customers will get their first exposure to the new brand identity when they receive their bills. The AGL website has also had a complete refresh.

De Castro said AGL was setting out to engage with consumers on a new level and explain its plans for the future in a way that mattered to them.

In a bid to get better engagement with the brand and its new direction, the first ad in the campaign ends with the question “Are you with us?”

The push will include driving people to use an array of digital assets created for the energy company including a unique phone app that shows energy use in a customer’s home and predicts what their monthly bill might be.

AGL is the first and only major energy company to boast a mobile app and is also the largest owner and operator of renewable energy generation facilities outside the government.

The campaign will continue to develop over the coming months with new ads brought into rotation focussing on getting connected when moving house and electric cars.


Client: AGL

Sandra de Castro – GM Sales & Marketing

Andrew Wynne – Head of Marketing

Caroline Ruddick – Acting Head of Marketing

Nicole Lyons – Brand Strategy & Sponsorship Manager

Mitchell Lawson – Brand Manager


Creative & Media: McCann Melbourne

Executive Creative Director: Matt Lawson

Creative Director: Nicole Mandile

Creative Team: Charles Baylis & Matt Lawson

Copywriters: Charles Baylis, Aaron Bethune

Art Directors: Adam Fitness, Corey Thorn, Victoria U

Senior Designer: Dave Budd

Managing Director: Adrian Mills

Group Account Director: Richard Hayes

Senior Account Manager: Henri Leon

Head of Strategy & Media: David Phillips

Digital Director: Tony Prysten

Social Director: Chris Baker

Head of Production: Victoria Connors

Media Director: – Jane Walshe

Media Account Director: – Emma Black

Digital Account Director – Sam Enshaw

Production Company – Goodoil Films

Director: Uncle Friendly

Executive Producer: Simon Thomas

Producer: Andrew McLean

DOP: Danny Ruhlman

Production Designer: Lucinda Thompson

 Post Production

Editor: Tim Parrington – The Butchery

Colorist: CJ Dobson

Online: Eugene Richards – The Refinery

Producer: Kate Guest

 Music: Sonar

Composer: Antony Partos

Producer: Sophie Haydon

 Sound: Flagstaff

Engineer: Paul Le Couture

Producer: Sal Macmanus


Tim Riches – Group Strategy Director

Simon Wright – Executive creative director

Darren Swain – Creative director

Agus Wijaya – Designer

Carolina Relander – Designer

Jhon Riano – Motion Graphics Designer

Jamie Cullen – Digital Designer

Bridget Ashley – Account Director

Melissa Dale – General Manager


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