Powershop recognises that nobody’s 100% perfect via whiteGREY

11 February 2021

Creative Agency: WhiteGrey

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The integrated campaign features online, radio, social, out-of-home and film.

Highlighting the fact that switching to Powershop is a great environmentally conscious decision for the household, Powershop’s latest campaign focuses on the human aspects of trying to make more sustainable choices.

Whether we keep forgetting our reusable cup, or we own more enviro bags than we could ever carry, despite our best intentions, none of us are 100% perfect. At least with Powershop, our power can be 100% carbon neutral.

“Especially now, everyone has a lot going on – sometimes it can be hard to make a greener choice," Powershop marketing manager Michelle Grigg says.

"Through this campaign, we wanted to show that we understand that nobody’s perfect, but by choosing Powershop, you will always be doing some good."

The integrated campaign which is now in-market, features online, radio, social, out-of-home and film directed by Airbag’s Ben Saunders.

“Going greener doesn’t always go according to plan," whiteGREY joint executive creative directors Joe Hill and Garret Fitzgerald say.

"Joining Powershop is a simple but powerful decision that empowers even the most human of us to help make a difference.”


Client: Powershop Australia
Agency: whiteGREY Melbourne
ECD’s: Joe Hill & Garret Fitzgerald
Creatives: Kieran Adams & Tom Lander
Designer: Gemma Lodi
Snr Producer: Stephanie Ceccaldi
Head of Strategy: Nathan Rogers
National Managing Director: Katie Firth
Group Account Director: Anusha Subeathar
Senior Account Director: Kate Donnelly
Account Manager: Carla Arcuri

Director: Ben Saunders
Producer: David Curry
DOP: Simon Walsh
Offline Editor: Michael Houlahan
Colourist: CJ Dobson
Online: Jon Holmes
Casting: Chameleon Casting
Sound production: Bang Bang Studios
Sound designer: Sam Hopgood
Sound producers: Gilly

Media – Media 33

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