Campaign Concept 2021
Role: Designer | Creator | Copywriter
It has been said that “pink and green should never be seen” but one of the things I love about the Powershop brand is that it takes being a green energy provider to heart, and this flows through in its brand values, brand message and marketing. The brand also has a sense of fun and uniqueness, which is used effectively to make it stand out in what is generally a conservative industry. After all energy providers are generally not known for being outlandish in anything except their quarterly bill charges!
Inspired by Powershop’s cheeky, ‘no jargon’ approach to its marketing, I set out to tell the story of how the brand could encourage customers to stop wasting energy and save money. Once I had the idea of replacing ‘counting kilojoules’ with ‘counting kilowatts’ and playing off the double meaning, but different spelling of ‘waist’ and ‘waste’ to create the campaign name ‘watching your wasteline’, tying the campaign into the exercise theme seemed like a natural progression, with the outrageous aerobics fashions and trends of the 1980s almost being a perfect fit.
