AGL Energy launches new campaign via GPY&R

In honour of its milestone 175th anniversary, AGL Energy has launched a new brand campaign, “Looking back on 175 years of looking forward.”

It highlights the significant role AGL has played in Australian history, and the forward-looking attitude that has kept it at the forefront of innovation.

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As Australia’s second oldest listed company, AGL has transformed the energy industry in Australia, from lighting the first gas lamp in 1841 to being the largest renewables developer in the country, having invested $3 billion in renewal energy generation in the last seven years.

The inspiring campaign will draw on these and other significant moments in history, as well as feature previous creative campaigns from AGL that have become a well-known part of the Australian psyche, such as the enduring ‘Living Flame’ campaign.

Created by creative agency George Patterson Y&R and directed by Tim Dryoff and Kent Boswell, the campaign kicks off with television commercials on air in New South Wales, Victoria, Queensland and South Australia from Sunday 17 June 2012. Running for just over three months, the integrated brand campaign will stretch across television, outdoor, online and print advertising.

Says Mark Brownfield, AGL’s general manager marketing and retail sales: “Our new creative campaign underlines the pride and confidence we have in our rich heritage, our existing products and services, and the vision we have for the future growth of AGL and the energy industry in Australia.”

Says Russel Howcroft, CEO of George Patterson Y&R: “This new commercial for the anniversary of AGL highlights their strong heritage, community involvement and focus on sustainable energy in Australia today. It’s not hard to make a great commercial for a company with such a rich history and promising future.”

A 30 second and 60 second television commercial will deliver inspiring and progressive reflections on AGL’s past, its contribution to the present, and a glimpse into the future of the energy market in Australia.

The narrative style creative will combine previous AGL TV commercials, print materials as well as new footage showcasing AGL’s innovative energy credentials. Using current AGL employees, the story will also delve into the enduring community support provided by AGL to employees and customers alike, as well as the company’s leading position on renewable energy and energy efficiency.

Says Brownfield: “AGL has a rich history, steeped in innovation and serving the Australian community with safe and sustainable energy for 175 years. We wanted this campaign to pay homage to that heritage, but also demonstrate that we are committed to continue our actions to create a sustainable future for Australia.”