Australians are not very good at remembering to practise safe electricity. Clemenger BBDO needed to find a cut through mnemonic…

…And it did. The Grim Llama is cute enough to appeal to grans and littlies. Weird enough to make an impact on the rest of us who see do this not that ads every day. And, believe it or not, he’s actually a natural sentinel in real life.

“They’re used by sheep farmers to warn flocks of danger. Plus, those big, black eyes stare directly into your soul. How could you forget a look like that?” Marianne Harvey, creative director at Clemenger BBDO Brisbane, commented.

The whole campaign is visual. Because, as you may have already observed on your own life journey, being nagged so does not change behaviour.

And changing behaviour is the job the campaign was asked to do.

“People have seen the safety messages for years, they know what to do, but they still fail to think ahead around electricity. The team at Ergon worked closely with our team to push beyond what has been done before and develop a campaign that would make consumers not only take notice, but more importantly, remember to take care.” [Vanessa Brennan, Managing Director at Clemenger BBDO]

Ergon Energy marketing manager, Samantha Schultz added, “It’s easy to turn off to a scare campaign, but if you see something funny and likeable, it immediately draws you in to the story we’re trying to tell. We’re very excited about the end result – the Grim Llama has great cut-through. I already see him in my mind’s eye whenever I’m working around the house.”

Creative Credits:

Agency: Clemenger BBDO Brisbane

Creative directors: Marianne Harvey & Cristian Staal

Art director: Terry Whidborne

Copywriter: Christie Meehan

TV Production: Made by Kiosk

Director: Ryan Renshaw

Producer: Sara Taghaode

Post Production: Alt VFX

Music Composer: Brightling Sound

Sound Production: Cutting Edge Brisbane