Greenwashing is an unfortunate feature of energy conversations, especially in Australia whose loudest voice, the government, is intractably slow to adapt to the planet’s needs.

BMF and Buck have therefore given Alinta Energy a welcome voice that is clear and honest. A voice that encourages Australia that it wants to leave coal and gas behind as soon as possible, that admits “the current mix of renewables, coal and gas may not be perfect” and warns that “the journey to a renewable future is going to be tough, but doable”.

This message of the new brand platform, True Power, is told through a captivating animated world and underlined by one of The Verve’s best-known tracks, Bittersweet Symphony.

The full campaign will cover TV, OOH, radio, and digital display.

Amanda Hagan, executive director retail markets, Alinta Energy, stated, “We know that many Australians are confused about energy, and we hope this straightforward information and approach will help. We’re optimistic about Australia’s future and want to give Australians the information they need to make better-informed decisions when they choose their energy provider and use energy in their home or business.”

Stephen McArdle, chief executive officer, BMF, added, “While Australia hasn’t built enough renewable infrastructure to be able to switch off coal and gas energy sources just yet, we’ve partnered with Alinta Energy to create a long idea and brand platform that will leverage their commitment to educating Australians on how we’re going to get there.”

Credits:
Client: Alinta Energy
Creative Agency: BMF
Production Company: Buck
Media Agency: Carat Australia
Research Agency: Metrix