Psyop and Clemenger BBDO Melbourne bring us this whimsical spot, offering up a childlike take on how electricity is made.
As Psyop Director Fletcher Moules puts it, they wanted to express “that feeling that something magical is hidden around every corner,”…or behind every socket. The spot uses whimsical imagery such as a monkey riding a bicycle that spins a turbine and fighting magnets to effectively communicate that most people really don’t know all that much more about energy use now than they did when they were children imagining such fantastical scenarios. Timing is key here: Just when you might be wondering “Okay, where exactly is this going?” comes the “It’s time to take the mystery out of energy” tag. The spot then ends by directing you to discover five ways to control your energy at originenergy.com.au. It’s refreshing to see an ad utilizing seeming randomness to deliver its message, as opposed to the myriad of ads whose message is obscured by attempts at random humor. Credits
Project Title: The Unknown
Agency: Clemenger BBDO
Executive Creative Director: Ant Keogh
Creative Director: Rohan Lancaster, Darren Pitt
Executive Producer: Sonia von Bibra
Producer: Lisa Moro
VFX/Production Company: Psyop
Executive Producer: Neysa Horsburgh, Luisa Murray
Producer: Hillary Thomas
Associate Producers: Anu Nagaraj, Jeff Bybee
Directors: Fletcher Moules, Georgia Tribuiani
Designers: Morgan Schweitzer, Ignacio Maroto, Lilit Hayrapetyan, Paul Kim
Print Designers: Paul Kim, Velwyn Yossy, Andrew Park, So Youn Lee
Lead Compositor: Ryan Raith
Compostiors: Sven Dreesbach, Jason Bergman
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