‘South Australians are revolting’: Amber launches bold tactical campaign for home batteries via Bureau of Everything

Energy disruptor Amber has launched its first major above-the-line campaign, partnering with creative agency Bureau of Everything and media agency Fourteen10, as part of a broader brand platform designed to spotlight the growing energy revolution happening in Australian homes.

The campaign frames South Australians as ‘Revolting’, a tongue-in-cheek nod to the thousands of South Australian homeowners rising up against a broken energy system with their own solar and battery solution. The Revolting campaign leaves its audience with a message that ‘It pays well to rebel’ – a reference to the bigger returns solar homes can unlock by switching to Amber and their world-leading automation technology.

Rolling out in South Australia from 13 July, the campaign leads with ‘South Australians are Revolting’, a deliberately cheeky statement aimed at sparking conversation in the state that leads the nation in household renewables, with more than 70% of its grid already powered by wind and solar. Many of these homes, when connected through Amber, are now getting paid the same rates as coal and gas generators – taking on big energy companies at their own game.

Creative executions extend to ‘Mums are Revolting’, ‘EV owners are Revolting’, ‘Empty Nesters are Revolting’ and even ‘The Federal Government is Revolting’, a reference to the new $2.3 billion battery subsidy program making batteries more affordable than ever before. The campaign will feature on TV, radio, print, YouTube, BVOD, outdoor and social media.

Amber’s Chief Marketing Officer, Emily Rubin, says the platform was developed to carve out a distinct, culturally relevant voice in a category dominated by dry, functional messaging: “Our customers care about doing the right thing for the planet, and so do we,” says Rubin. “But the beauty of Amber’s model is that ditching dirty energy isn’t just good for the environment, it’s also good for your wallet too. You don’t have to choose between making a difference and making money, and that’s what makes this campaign so powerful. It reframes energy action as something everyday Australians can feel proud of. It’s not an angry rebellion – it’s a smart, strategic shift that’s already paying off in homes across the country.”

With South Australia’s strong sense of state independence and high uptake of rooftop solar and batteries, the creative team saw an opportunity to build on existing momentum.

“There’s something beautifully subversive about calling your mum or your grandpa revolting and it being reviewed as a badge of honour,” says Cam Blackley, Bureau of Everything. “As the partner of a South Australian I know the quickest way to get them talking is to knock SA. The fact is they are Australia’s most revolting state – from a progressive energy pov, of course.”

Amber, founded in 2017, offers customers direct access to the wholesale energy market and uses AI powered smart automation to help solar and battery owners maximise their savings and earnings. The company’s mission is to accelerate the transition to 100% renewables by helping Australians unlock the full value of the energy tech already in their homes.

Client: Amber Electric
Chief Marketing Officer: Emily Rubin
Head of Marketing: Laurence Savin
Marketing and Brand Lead: Sam Harris
PR: Hannah Pemberton
Creative Agency: Bureau of Everything
Production Company: Eden Studios
Media Agency: Fourteen10

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