Energy company Amber has launched its first campaign to promote a new brand platform focused on household energy transformation.
The energy disruptor company worked with creative agency Bureau of Everything and media agency Fourteen10 on the campaign that aims to spotlight the growing energy revolution happening in Australian homes.
The campaign, which launched on 13 July in South Australia, used the tagline “South Australians are Revolting” — a play on the growing number of residents using solar and battery systems to move away from traditional energy providers.
It carries the message: “It pays well to rebel”, highlighting the financial benefits of switching to Amber’s automation technology, which gives users access to wholesale energy prices.
Additional campaign lines include: “Mums are Revolting,” “EV Owners are Revolting,” “Empty Nesters are Revolting,” and “The Federal Government is Revolting” — the latter referencing the recent $2.3 billion national battery subsidy program.
The campaign will appear across TV, radio, print, YouTube, BVOD, outdoor, and social media.
Amber’s CMO, Emily Rubin, said the platform aims to differentiate the brand in a market typically led by functional messaging.
“Our customers care about doing the right thing for the planet, and so do we,” said 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.”
South Australia, with more than 70% of its grid powered by wind and solar, is the lead market for the rollout. Many solar homes connected through Amber now receive the same rates as large generators.
“There’s something beautifully subversive about calling your mum or your grandpa revolting and it being reviewed as a badge of honour,” said 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.”
Founded in 2017, Amber provides customers with direct access to wholesale energy prices and uses AI-driven automation to help solar and battery owners optimise savings and earnings. The company’s goal is to accelerate Australia’s shift to 100% renewable energy.
Credits:
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