Origin Energy rebrands to ‘Good Energy’
Origin Energy has rebrand with a logo refresh, promoting it through a new brand positioning ‘Good Energy’ and a campaign which features different Australians dancing to ‘Shake Shake Shake Senora’ by Harry Belafonte.
Created by TBWA Melbourne, the ad aims to show the ‘good energy’ people have by including kids cartwheeling, an elderly woman dancing with her dog, friends running and men on a construction site dancing with tools.
Throughout the ads Origin Energy also promotes its app and innovation capabilities.
The new rebrand for the energy company is the biggest change the brand has had in its 18 year history.
Origin Energy’s previous logo
Origin Energy’s new logo
Donna Pidduck, chief marketing officer at Origin, said its customers are at the centre of everything the brand does and the new branding recognises its commitment to Australians.
“Good Energy is what we’re promising customers – and that means committing to giving Australians energy that is affordable, effortless and sustainable. We need to provide energy that’s good for today, and even better for tomorrow.”
The campaign aims to reflect the company’s three key pillars, affordability, service and sustainability with a 30 second ad to represent each of these values.
Jon Briskin, head of retail at Origin, added: “We’re not pretending that our industry isn’t facing challenges or that our customers haven’t felt these too.
“By putting the customer front and centre of our brand, it’s a reminder of our commitment to getting energy right for our customers today, and making it better for tomorrow.”
Credits:
- Creative: TBWA\Melbourne
- Creative: Paul Reardon, Bruce Baldwin
- Strategy: Harley Augustine, Alex Horner
- Business Management: Belinda Williams, Alison Bates, Vyon Contos, Melanie Sakkeus, Emily Watt
- TVC Production: Janine Wertheim
- Content Production: Stephanie Leddin
- Content Director: Harrison Webster, Max Reed
- Film Company: Goodoil Films
- Director: Uncle Friendly
- Post Production: The Butchery/The Refinery
- Editor: Tim Parrington
- Photographer: Joe Wigdahl
- PR:
- Alt/Shift
- Atomic 212°:
- Media Planning: Claire Fenner, Georgina Leslie, Rory Heffernan, Andrea Cehovin
- Implementation: Kate Lemoine, Emily Wilson, Aline Eloy, Gisela Chelsea, Asheda Weekes, Elise Pektuzun
- Client:
- Head of Brand and Marketing Communications: Sally Gross
- Marketing Communications Manager: Patrice Bougouin,
- Brand Campaign Manager: Melanie Mccann
- Brand Campaign Manager: Christina Pouzoulis
- Brand ID manager: Eve Murfet
- Senior Brand Designer: Daniella Acciarito
- Senior Brand Designer: Tahle Ferguson
- Social Media Manager: Michael Eva
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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What a predictable and boring evolution of the brand id. Shame. Could have, should have done better. Will anyone own up to it?
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I can already see the SEO people’s shocked face with horror.
+ There’s already an energy company called good energy in uk.
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Oh pleeeeeeease.
So out touch – but “we” love it.
#next
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Not Harry Belefonte. Correct spelling: Belafonte
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Thanks Ian, we’ve fixed that. Our apologies for being a bunch of cultural philisines.
Paul Wallbank
News Editor
Song is actually called “jump in the Line”.
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