Powershop launches new ‘Power you can be proud of’ campaign via whiteGREY, Melbourne


Australian energy retailer Powershop has today launched its new carbon offset campaign ‘Power you can be proud of’ via whiteGREY Melbourne, to reflect the brand’s values to go above and beyond the minimum standard for emissions reduction.


Powershop has an ongoing commitment to measure and manage all its carbon emissions, while also aiming to reduce these wherever possible.

Powershop intends to carbon offset its direct emissions as a result from the campaign “Power you can be proud of” specifically by offsetting any emissions directly attributable to oOh! Media (digital out of home billboards), as well as radio advertising purchased and produced through Southern Cross Austereo.

Powershop has determined the emissions to be offset by applying best practice methods as set out by the National Carbon Offset Standard (NCOS).

Says Michelle Grigg, marketing manager, Powershop: “We are a different – and better – kind of energy company. Powershop entered the Australian market in 2014 as a transparent, fair and greener energy retailer. We empower our customers to save money by helping them to be aware of how much energy they‘re using with our app and online usage tools. This eliminates bill shock and lets customers get in control of their power bills.

“We work with our customers to fight climate change together. Our aim is to always put more renewable energy into the grid than our customers actually use. This means that as more people join Powershop, we can continue to further invest in renewables to match our growing customer base.

“We’re also Australia’s only electricity and gas retailer to be certified 100% carbon neutral by the Australian Government. All the electricity our customers use is 100 per cent carbon offset – at no extra cost to them.

“When we were thinking about what we wanted to say with this campaign we knew we wanted to talk about our green credentials and our company mission but also to show leadership in the marketing department by carbon offsetting the campaign itself.”

Adds whiteGREY joint executive creative directors Joe Hill and Garret Fitzgerald: “We feel good when we know we’re doing something positive for the world, however our energy isn’t typically considered something we can take pride in. Powershop’s 100% carbon offset power is worthy of a spot on the mantle”.

Production company: Rabbit Content
Executive Producer: Lucas Jenner
Executive Producer: Alex Hay
Producer: Rita Gagliardi
Director: Lachlan Dickie
DOP: Crighton Bone
Offline Editor: Simon Njoo
Post Production: Marty Gilchrist, Puffin Post
Casting: Danny Long Casting
Music Supervision: Level Two Music

Managing Director: Katie Firth
Head of Strategy: Nathan Rogers
Executive Creative Director: Joe Hill
Executive Creative Director: Garret Fitzgerald
Copywriter: Nic Molyneux
Art Director: Benjamin Mann
Group Account Director: Alice Tschuchnigg
Senior Account Director: Amy Ross
Account Manager: Danielle Frawley
Producer: Tuesday Picken

Powershop launches new ‘Power you can be proud of’ campaign via whiteGREY, Melbourne