There’s a new kind of guilt taking over everyday life – eco-friendly failure. whiteGREY Melbourne is offering Powershop’s carbon neutral energy as balm for the recycling-confused, reusable cup forgetters and dishwasher overusers most people are from time to time. The campaign allows Australians to be environmentally imperfect; Powershop is Australia’s first certified carbon neutral energy retailer receiving both organisational and product certification in 2016 from Climate Active. 

Michelle Grigg, marketing manager, Powershop, commented, “Especially now, everyone has a lot going on – sometimes it can be hard to make a greener choice. Through this campaign, we wanted to show that we understand that nobody’s perfect, but by choosing Powershop, you will always be doing some good”.

Joe Hill and Garret Fitzgerald, joint executive creative directors, whiteGREY, added,  “Going greener doesn’t always go according to plan. Joining Powershop is a simple but powerful decision that empowers even the most human of us to help make a difference.”

whiteGREY’s campaign is running online, on radio, in social, out-of-home and in a film directed by Airbag’s Ben Saunders.

Credits:

Client: Powershop Australia

Agency: whiteGREY Melbourne
ECDs: Joe Hill & Garret Fitzgerald
Creatives: Kieran Adams & Tom Lander
Designer: Gemma Lodi
Senior Producer: Stephanie Ceccaldi
Head of Strategy: Nathan Rogers
National Managing Director: Katie Firth
Group Account Director: Anusha Subeathar
Senior Account Director:  Kate Donnelly
Account Manager: Carla Arcuri

Production Company: AIRBAG
Director: Ben Saunders
Producer: David Curry
DOP: Simon Walsh
Offline Editor: Michael Houlahan
Colourist: CJ Dobson
Online: Jon Holmes
Casting: Chameleon Casting

Sound Production: Bang Bang Studios
Sound Designer: Sam Hopgood
Sound Producer: Gilly

Media – Media 33