Simply Energy rebrands, launches major campaign via HERO

Simply Energy has officially rebranded as ENGIE, with a major new campaign launching on Thursday to highlight its affordable and sustainable energy options for customers.

The campaign, developed by recently appointed indie creative agency HERO, introduces the brand’s new platform, ‘It’s Possible’.

The agency was appointed in May last year, following a competitive pitch. Its responsibilities include all creative and strategy for brand, customer acquisition, and customer marketing.

“We couldn’t be more excited to officially launch ENGIE to market as an energy retailer in Australia today, through our work with HERO,” said Penny Maher, general manager marketing and digital experience, at ENGIE Retail Australia.

The work touches on cost-of-living pressures as it aims to show customers that renewable energy plans don’t have to be expensive, showcasing ENGIE’s new GreenPower plans as an affordable alternative.

Research conducted by Nature in November 2023 found that over 70% of Aussies believe environmental sustainability is the responsibility of government and corporates to manage. Close to 70% also don’t have green power plans, and aren’t considering it in the next twelve months. ‘It’s Possible’ hopes to change that.

“We know Australian consumers want good value; particularly now, but they also expect their energy retailer to contribute to a sustainable future in a responsible way,” Maher continued. “ENGIE’s new platform shows that it’s possible to have affordable and sustainable energy plans, to make the everyday more epic.”

HERO’s executive creative director, Shane Geffen, added: “Powering your home with affordable and sustainable energy from ENGIE makes every energy moment a little more epic and magical… even if it is making your morning cuppa.”

The campaign is live across TV, BVOD, radio, digital, social, and OOH.


Client: ENGIE
General manager marketing & digital experience: Penny Maher
Head of acquisition and brand: Belinda Mekis
Brand manager: Rio Ryan
Senior campaign manager: Danny Stefanovski
Campaign manager: Trinity Huynh

Creative agency: HERO
Executive creative director: Shane Geffen
Creative director: Andrew Woodhead
Associate creative director: Lee Phillips
Art director: Johnathan Akiki, Charlotte Smith
Copywriter: Will Fox
Head of strategy: Tallon Mason-Kaine
National head of production: Roz Scrimshaw
Executive director: Charlie McDevitt
Account director: Siobhan Gilchrist
Account executive: Neha Joshi

Media agency: The Media Store
Head of client service: Nicole Boyd
Chief strategy officer:  Sam Cousins 
Digital director: Jeff Ott 
Digital directors programmatic & search:  Annie Marendaz, James Nash, Emma Davis
Account manager: Talya Alkilic
Trading manager: Mollie Cross
Digital executive: Daniel Paoli
Programmatic executive: Adriana Catanese, Angus Beven
Search assistant: Usama Rasny
Media assistant: Alexandra Ziamos

Production: Airbag
Director: Eddy Bell
Executive producer: Martin Box
Producer: Fiona McGregor
Editors: Arc Edit
Visual effects: Airbag
Sound design: Final Sound
Original music: Squeaky Clean

Stills photographer: Thom Rigney


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