Powershop recognises that nobody’s 100% perfect in new campaign for 100% carbon neutral power via whiteGREY Melbourne


Powershop is proudly Australia’s first certified carbon neutral energy retailer receiving both organisational and product certification in 2016 from Climate Active. Highlighting the fact that switching to Powershop is a great environmentally conscious decision for the household, Powershop’s latest campaign via whiteGREY, focuses on the human aspects of trying to make more sustainable choices.


Whether we keep forgetting our reusable cup, or we own more enviro bags than we could ever carry, despite our best intentions, none of us are 100% perfect. At least with Powershop, our power can be 100% carbon neutral.

The integrated campaign which is now in-market, features online, radio, social, out-of-home and film directed by AIRBAG’s Ben Saunders.

Says Michelle Grigg, marketing manager, Powershop: “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.”

Says Joe Hill and Garret Fitzgerald, joint executive creative directors, whiteGREY: “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.”

Client: Powershop Australia
Agency: whiteGREY Melbourne
ECD’s: Joe Hill & Garret Fitzgerald
Creatives: Kieran Adams & Tom Lander
Designer: Gemma Lodi
Snr 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

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 producers: Gilly

Media – Media 33