Essential Services Commission educates Victorians on energy reform

1 July 2019

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Melbourne-based Icon Agency helped to develop the campaign coined the It's Your Energy concept to urge people to take charge.

Melbourne-based Icon Agency has assisted independent regulator Essential Services Commission (ESC) in developing an "electrifying" campaign introduced to protect and educate Victorians with the recent energy reforms. 

The creative team, led by Icon Agency creative directors Ed Bechervaise and Rod Clausen, coined the It's Your Energy concept to urge people to take charge. 

The agency was appointed by ESC with the main objective of motivating Victorians to get the best energy deal available to them through a striking visual and video campaign.

The creative deployment is aimed at educating Victorians about the new legislation placing obligations on energy companies to offer a fairer price for electricity, give greater visibility on alternative plans, and provide help to people experiencing difficulty paying their energy bills.

"The truth is, most of us are in the dark when it comes to our energy costs," Bechervaise says.

"We don’t really know what we’re spending our money on. When we really look into it, we find out we could be getting more value. Which is why we wanted to enable people to unlock their power to get more from their energy.”

Icon Agency created posters, flyers, and banners for press and social media, refreshed the website imagery, and produced two videos, 15 seconds and 30 seconds each.

Rod Clausen continued: “Our insights and internal research highlighted that there is a lack of trust and clarity towards energy providers. Our job is to cut through that noise and get ESC’s message across in the most creative but effective way possible. At Icon, we look for possibility in everything we do. In this instance, it’s about switching the lights on and making it possible for people to exercise their rights and demand more from their energy provider. We’re putting the power back in the hands of the

Essential Services Commission, Senior Manager, Strategic Communication, Michelle Bryne said: “It’s important for us that Victorians understand the new reforms and decide if they’re on the best available energy offer.”

ESC suggests that as many as 175,000 Victorian households could get a better deal from their energy provider and save anywhere between $500 - $1000 annually.


Client – Essential Services Commission
Senior Manager, Strategic Communication – Michael Bryne
Senior Integrated Communication Specialist – Daniel Williams
Senior Communication Adviser, Strategic Communication – Siobhan Argent

Agency - Icon Agency
CD and creative - Ed Bechervaise
CD and creative - Rod Clausen
Senior Designer - Nana Derkyi
Studio Manager - Mark Oriondo
Group Account Director - Hazel Tiernan
Senior Account Manager – Jo Raine and Anna Ruffo

Photography and Film Production
Photography and film direction – Chris Von Menge
DoP and editor – Daniel Farmer @Falmer Walker Films
Producer – Brodie Standen @SEA

Music composition and recording
John Servedio – Servidsounds

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