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.”


  • 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

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