In June this year, an adorable little girl called George introduced New Zealanders to her family and their dog, Insinkerator, and a person who lives in their house, called someone, who always leaves the fridge door open. George’s endearing view of life allowed Bastion Shine and Sweetshop’s Mark Albiston to entertain while showing the advantages of Genesis Energy.
The campaign continues now with George and her family on a road trip. The new instalment features a new electric vehicle for the family, with the ability to fast charge on the road at ChargeNet stations, and pay only their Genesis home power rate.
“Everyone loves a good roadie, so it was fun to play with all the dynamics and mini dramas of a family road trip while telling the Genesis EV story,” stated Richard Maddocks, chief creative officer at Bastion Shine. “From fights about music choices, to counting roadkill and spontaneous wee stops, it’s all there, with George’s unique spin on things.”
Stephanie Fahey, head of brand at Genesis, added, “We have a purpose of ‘Empowering New Zealand’s sustainable future’ and are passionate about delivering innovative products and services for our customers. Our new EV partnership with the ChargeNet network is a great example of that. It’s New Zealand’s first ‘energy roaming’ product which makes it cheaper and easier to charge your car away from home. The stories of these products told through George’s eyes have so far been really well received by New Zealanders and we hope this latest episode is too.”
“I love that we’ve been able to look even deeper into the world of our great characters, it’s something that you don’t often get to explore further in commercials…and it’s a lot of fun,” commented Mark Albiston.
The campaign launched in New Zealand on November 6 on television, radio, OOH, digital and social.
Credits
Client: Genesis Energy NZ
Head of Brand: Stephanie Fahey
Brand and Social Media Manager: Kimberly Burgess
Junior Brand Manager: Jessica Burns
Agency: Bastion Shine NZ
Chief Creative Officer: Richard Maddocks
Integrated Creative Director: Ben Barnes
Creatives: Social + OOH: Clementina de Ruiter & Phoebe Chetwynd-Talbot
Head of Strategy: Andy McLeish
Creative Services Director: Mel Tombs
Senior Content Producer: Pip Mayne
Managing Director: Toby Sellers
Senior Business Director: Marcelle Best
Account Manager: Steph Fairey
Head of Design: Danny Carlsen
Designers: Hannah Christensen + Dan Sulit
Artworker: Kuljit Kaur
Production Company: Sweetshop
Director: Mark Albiston
Executive Producers: Kate Roydhouse & Ben Dailey
Producer: Anna Stuart
DOP: Marty Williams
Editor: Graeme Pereira @ ARC Edit
Colourist: Matic Prusnik
Online: Stu Bedford
Finishing: Toybox
Music Negotiator: Marcus Brooke-Smith @ Level Two
Song details: Thurston Harris, Little Bitty Pretty One
Sound Designer: Cam Ballantyne @ Level Two
Stills Photography: Match Artists
Photographer: Troy Goodall
Executive Producer: Gerardine Turney
Retoucher: Jason King @ Sixty Four
Media: PHD
