Energy provider Alinta Energy has introduced its latest brand platform, True Power via creative agency BMF and Buck, aimed at helping Australians’ understanding of the energy landscape and the journey towards achieving net-zero emissions.
The move comes at a time where discussions surrounding greenwashing in the advertising industry have been intensifying. Last year, industry watchdogs Australian Competition & Consumer Commission (ACCC) and Australian Securities & Investments Commission (ASIC) announced their commitments to take action against the issue in 2024.
The greenwashing debate has been fueled further as advocacy body, the Australian Association of National Advertisers (AANA), released the exposure draft of its amended Environmental Claims Code for public commentary in January.
See also:
ASIC commits to continue greenwashing crackdown in 2024
AANA targets greenwashing practices in advertising, CEO Josh Faulks declares, “it’s critical.”
The True Power campaign unfolds through an animated narrative, featuring the iconic track Bittersweet Symphony by The Verve, emphasising the current energy mix needed for reliable and affordable power.
The multi-channel campaign is set to span television, out-of-home, radio, and digital display.
Amanda Hagan, executive director retail markets at Alinta Energy, said: “We know that many Australians are confused about energy, and we hope this straightforward information and approach will help.
“We’re optimistic about Australia’s future and want to give Australians the information they need to make better-informed decisions when they choose their energy provider and use energy in their home or business.”
See also: TBWA’s Kimberlee Wells warns brands could abandon sustainability in greenwashing crackdown
Stephen McArdle, chief executive officer of BMF, added: “While Australia hasn’t built enough renewable infrastructure to be able to switch off coal and gas energy sources just yet, we’ve partnered with Alinta Energy to create a long idea and brand platform that will leverage their commitment to educating Australians on how we’re going to get there.”
Credits:
Client: Alinta Energy
Creative agency: BMF
Production company: Buck
Media agency: Carat Australia
Research agency: Metrix
See also: BMF and Tourism Tasmania showcase the state’s creative side with the launch of TasmanAi