Powershop and White Grey launch Australian-first carbon offset campaign

Powershop’s new campaign ‘Power You Can Be Proud Of’ sees the energy retailer promising to carbon offset any emissions directly attributable to digital out-of-home billboards placed with Ooh Media, and radio ads purchased and produced through Southern Cross Austereo.

White Grey is the creative agency behind the campaign, with the TVC launching last night during Ten’s 10 News First and The Sunday Project. It features a young couple’s morning routine, including all of the appliances they use, with a voiceover explaining the benefits of being a Powershop customer: funding coral reef restoration projects, supporting renewable generation and the carbon offsetting of energy use.

The campaign will also feature across outdoor sites and on radio, with marketing manager Michelle Grigg stating this campaign gets to the heart of Powershop’s ethos.

“We are a different – and better – kind of energy company. Powershop entered the Australian market in 2014 as a transparent, fair and greener energy retailer,” Grigg said.

“We work with our customers to fight climate change together. Our aim is to always put more renewable energy into the grid than our customers actually use. This means that as more people join Powershop, we can continue to further invest in renewables to match our growing customer base.

“We’re also Australia’s only electricity and gas retailer to be certified 100% carbon neutral by the Australian government. All the electricity our customers use is 100% carbon offset – at no extra cost to them. When we were thinking about what we wanted to say with this campaign we knew we wanted to talk about our green credentials and our company mission but also to show leadership in the marketing department by carbon offsetting the campaign itself.”

Added White Grey’s joint executive creative directors, Joe Hill and Garret Fitzgerald: “We feel good when we know we’re doing something positive for the world, however our energy isn’t typically considered something we can take pride in. Powershop’s 100% carbon offset power is worthy of a spot on the mantle.”


Client: Powershop
Creative & Digital Media agency: whiteGREY Melbourne
Media Agency: Media33
PR Agency: Character & Distinction
Production Company: Rabbit Films
Director: Lachlan Dickie


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