Alinta Energy outlines Australia’s journey to a renewable future in new campaign via BMF

Alinta Energy has launched a new brand platform ‘True Power’, to help Australians better understand where their energy comes from and what’s involved in the transition to net zero.

Told through an animated world – created in partnership with BMF and Buck – the campaign, which is backed by one of The Verve’s ‘Bittersweet Symphony’ outlines Australia’s journey to a renewable future and Alinta Energy’s role in getting to net zero.

‘True Power’ takes a clear and honest approach in talking about where Australia’s energy comes from. It explains that right now, a blend of different energy sources is required to provide Australians with energy that’s as reliable and affordable as possible.

The integrated campaign will roll out across TV, OOH, radio, and digital display.

Says Amanda Hagan, executive director retail markets, Alinta Energy: “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.”

Says Stephen McArdle, CEO, BMF: “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.”

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