Momentum wants you to know its energy comes from a different place

2 October 2015

Creative Agency: DDB Melbourne

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Most energy companies are the same - big, profit driven polluters who try and differentiate themselves with discounts and fancy offers. On the other hand, Momentum Energy is different.

Momentum is backed by Hydro Tasmania, Australia’s largest generator of renewable energy. As a Tasmanian company, it sees the potential of nature all around them, and that defines its attitude to the environment, its customers, and its advertising.

“Energy companies, what made you choose yours?” is the opening line in the first brand campaign from DDB and RAPP Melbourne since the business picked up the account. The ad goes on to list examples of platitudes and marketing puffery constantly wheeled out by other energy companies in an effort to lure consumers.

“We see a world full of people that need energy, and a planet that needs looking after,” said Momentum marketing manager, Alex Kharucky. “Unlike other energy companies, we understand that the two are inextricably entwined and that’s why we come from a different place.”

The campaign launches with a 60-second brand spot with three supporting 15 seconds commercials. In the 15s, Momentum’s values and beliefs are dramatised in a series of humorous situations set in the Tasmanian wilderness.

The TV campaign was directed by Tom Noakes from Scoundrel Films and is supported by radio, digital, press and outdoor.


Chief Creative Officer - Darren Spiller
Executive Creative Director - Simon Bagnasco
Creative Director – Jim Ritchie
Art Director – Jordy Molloy
Copywriter – Toby Kennedy

Head of Onscreen – Simon Thomas
Senior Producer – Tuesday Picken
Group Business Director – Angela Bishop

Head of Technology – Matt Oxley
Digital head of art – Jonathon Yuen
Executive Producer – Kristy Russell
UX Lead - Jonny Martyr
Front End Developer – Michael Raffaele
Back End Developer – Matt Dane
Production Manager (Print) – Denis Bernar

Production Company - Scoundrel
Executive Producer – Adrian Shapiro
Producer – Belinda Dean
Director – Tom Noakes

DOP – Stefan Duscio

Stills Photographer – Adam Gibson

Editor - Adam Wills
Grade - Ben Eagleton
Post Production Supervisor- Jonathan Hairman
Post Production - Cutting Edge
Cutting Edge Producer - Lara Allen

Sound Design – Craig Conway

Final Sound Producer – Laura Hesse
Music – Karl Richter @ Level 2

Acquisition Marketing Manager – Alex Kharucky
Digital Marketing Manager – Luke White

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