Standing out from the usual messages by energy providers – touting price and sustainability features, Special’s campaign presents a new way of thinking about Origin in its campaign, All Kinds of Useful. The new brand platform will serve as an organising idea across the whole business.
All Kinds of Useful repositions Origin as the utility provider making things easier, simpler and more useful – from simplifying customer service, helping people electrify their home or business, and everything in between. The campaign supports the growing range of services under the Origin banner, from energy to internet, and aims to change the entrenched perception of big companies as being unhelpful.
Origin’s chief marketing officer, Catherine Anderson, stated, “We’ve listened to Australians about their perceptions of energy and utility providers, and we’re on a journey to change them and to show up differently for our customers and Australia. All Kinds of Useful is a powerful platform to help shape everything we do – including how we design our products and services, how we communicate, and how we find the right solutions.
“Making things simpler, easier, and more useful can be transformative, and our campaign aims to playfully showcase how this can be achieved with the flick of a switch. These transitions also reflect our own transformation from a utility company to a truly useful company.”
The campaign, that launched on March 23, imagines a world made more useful with the flick of a switch – from a confusing parking sign made clear, to a solar-powered dog kennel. The ‘Useful’ switch device carries through into outdoor and social, where simple executions hero all the ways Origin is leaving ‘Usual’ behind in pursuit of ‘Useful’.
“When Origin first started talking to us we were inspired by their ambition. They were quick to acknowledge that dealing with large service providers can be frustrating and were unwavering in their desire to run head-on at that perception and work to change it – making Origin feel as useful as the utilities they provide,” stated Bec Stambanis, chief strategy officer and Partner at Special.
The launch campaign includes film for broadcast, BVOD and social, and the static and CGI switch executions across OOH and social.
Credits:
Client: Origin
Chief Marketing Officer: Catherine Anderson
Head of Brand & Creative: Stephen Thompson
Head of Partnerships, Media & Planning: Sarah Kutrolli
Creative, Media & Sponsorships: Matthew Hunt
Brand & Sponsorship Campaigns Manager: Vyon Contos
Creative Agency: Special Australia
Partner & CEO: Lindsey Evans
Partners & CCOs: Tom Martin and Julian Schreiber
Partner & CSO: Bec Stambanis
Managing Director, Melbourne: Sasha Firth
Executive Creative Director: Ryan Fitzgerald
Creative Directors: Leti Bozzolini and Justin Butler
Team Lead: Felicity Touzeau
Business Director: Ayesha Kithulegoda
Head of Film & Content Production: Sophie Simmons
Head of Stills Production: Nick Lilley
Senior Integrated Producer: Katherine Muir
Senior Producer: Di Williams
Head of Design: Adam Shear
Design Director: Dan Jones
Designer: Sarah Ristevski
Finished Artist: Jen Bailey
Creative Services Manager: Leigh Cuda
Production Company: Finch
Director: Michael Hili
Producer: Anna-Tara Clark-Sneddon
Executive Producers: Corey Esse
DOP: Stefan Duscio
Editor: Leila Gabbi @ The Editors
Post Production & VFX: The Editors
Flame & Online: Jamie Scott
Grade: Matic Prusnik
Production Design: Leah Popple
Music & Sound: Electric Sheep
Switch Design & Animation: Electric Art
Sound: Sean Wilkinson @ Rumble Studios
Media: Atomic 212°
