Plaza Films director Paul Middleditch shoots funny new TV spot for Meridian via BC&F Dentsu


Acclaimed director Paul Middleditch has recently directed a new TV campaign for New Zealand power company Meridian Energy via BC&F Dentsu.


The new brand platform launches with a TVC celebrating that like Meridian, Kiwis will go to great lengths to keep New Zealand clean and beautiful. And that although sometimes the wind can be a bit of a pain, we can harness its energy for good. The integrated campaign was developed in partnership with OMD with the TVC complemented by press, outdoor, digital, PR and some pretty special things still in the works.

Since the very beginning, Meridian has only generated electricity from 100% renewable sources, which is celebrated with an all-new positioning, Wind. Water. Sun.

Says Brad Stratton, associate creative director, BC&F Dentsu: “It’s a distinctive, simple expression of everything the brand’s made of.”Says Ben Fielding, strategy and brand lead at Meridian: “It’s an exciting new step for Meridian as a business, that we think will appeal to Kiwis everywhere.”

Says Luke Farmer, managing partner, BC&F Dentsu: “It’s been a fun ride working closely with Ben and the rest of the team at Meridian. The new strategic direction we’ve developed in partnership with Meridian is likely to lead to some very exciting and unexpected things in the very near future.”

Middleditch is represented by Plaza Films and is the creative mind behind some of the nation’s most memorable and awarded campaigns, including Carlton Draught’s Big Ad and Yellow Pages’ Not Happy Jan.

Client: Meridian
Agency: BC&F Dentsu
Visual Identity: Inhouse
Media: OMD
Production Company: Plaza Films
Director: Paul Middleditch