Alinta Energy's 'True Power' via BMF

20 February 2024

Creative Agency: BMF
Media Agency: Carat

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Australia’s journey to a renewable future.

Alinta Energy has launched a new brand platform ‘True Power’, to help Australians better understand where their energy comes from and what’s involved in the transition to net zero.

Told through an animated world - created in partnership with BMF and Buck - the campaign, which is backed by one of The Verve’s best-known tracks, ‘Bittersweet Symphony’, outlines Australia’s journey to a renewable future and Alinta Energy’s role in getting to net zero.

‘True Power’ takes a clear and honest approach in talking about where Australia’s energy comes from. It explains that right now, a blend of different energy sources is required to provide Australians with energy that’s as reliable and affordable as possible.

The integrated campaign will roll out across TV, OOH, radio, and digital display. Amanda Hagan, executive director retail markets at Alinta Energy, says many Australians are confused about energy, and the company 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," she says.

Stephen McArdle, CEO of BMF, says while Australia hasn’t built enough renewable infrastructure to be able to switch off coal and gas energy sources just yet, BMF 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," he says.




Client: Alinta Energy

Creative Agency: BMF

Production Company: Buck

Media Agency: Carat Australia

Research Agency: Metrix

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