Genesis Energy turns the spotlight on renewable energy in newest episode of brand platform

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AUCKLAND, Today: The “lovable” George is back with Insinkerator and her family in the next instalment of Bastion Shine’s Genesis Energy’s creative platform, showing its continued focus on renewable energy.

Genesis is helping to create a low-carbon future for New Zealand, powered by renewable energy. The gentailer is aiming to replace 2650 GWh of thermal energy per annum with renewable energy by 2030. This would power around 360,000 homes each year in Aotearoa with renewable energy.

Initiatives under way include agreements to purchase power from Waipipi Wind Farm, Tauhara geothermal station and Kaiwaikawe Wind Farm, as well as a joint venture with FRV Australia to generate electricity from a 90-hectare solar site in Canterbury from 2024.

These are in addition to the hydro stations Genesis operates in Tongariro, Waikaremoana, Tekapo, as well as the Hau Nui Wind Farm in the Wairarapa.

Genesis has also trialled biomass as a potential replacement for coal at Huntly Power Station, with the first test successfully completed in mid-February 2023. Biomass is made from plants and compared to burning coal, results in at least 90% fewer carbon emissions. 

“New Zealanders will see the new campaign rolling out across television, radio, OOH, digital and social channels from this Sunday 5 March.”

Genesis interim ceo Tracey Hickman said Genesis was proud to play a key role in identifying new ways to help New Zealand’s transition to a higher level of renewable energy.

“Our down to earth family offers a fun and relatable way of sharing our progress with New Zealanders,” says Hickman.

Bastion Shine chief strategy officer Andy McLeish said, “Genesis is playing an important role in shaping the future of New Zealand’s energy generation, and we wanted to bring this to life in a lighthearted way through George’s unique perspective on the world.”

“George and her family have previously explored offerings like Genesis’ Energy IQ app and their EVerywhere plan for EV owners. These tools and products empower customers to make sustainable choices, whether it involves electrifying their transport or managing their energy use.”

New Zealanders will see the new campaign rolling out across television, radio, OOH, digital and social channels from this Sunday 5 March.

  • View the film below


Client: Genesis Energy NZ
Head of Brand: Stephanie Fahey
Brand and Social Media Manager: Kimberly Burgess
Junior Brand Manager: Jessica Burns

Agency: Bastion Shine NZ
Chief Creative Officer: Richard Maddocks
Integrated CD: Ben Barnes
Creatives: Social + OOH: Clementina de Ruiter + Phoebe Chetwynd-Talbot
Head of Strategy: Andy McLeish
GM Bastion Amplify: Jo James
Senior Content Producer: Pip Mayne
Managing Director: Toby Sellers
Senior Business Director: Marcelle Best
Business Manager: Steph Fairey
Head of Design: Danny Carlsen
Designers: Hannah Christensen + Dan Sulit + Tim Wightman
Artworker: Kuljit Kaur
Creative Services Director: Mel Tombs
Junior Traffic Manager: Jess von Stetten

Production Company: Sweetshop
Director: Mark Albiston
Executive Producer: Kate Roydhouse
Executive Producer: Ben Dailey
DOP: Gin Loane
Production Designer: Neville Stevenson
Editor: Luke Haigh
Colourist: Matic Prusnik
Online: Stu Bedford
Final master outputs and graphics: Toybox

Music | Sound Design

Music Negotiator: Level Two | Marcus Brooke-Smith
Song details: Thurston Harris | Little Bitty Pretty One

Mechanical and Publishing

Sound Designer: Beat Worms | Cam Ballantyne
Stills Photography: Match Artists
Photographer: Troy Goodall
Exec Producer: Gerardine Turney
Retoucher: Carl Baker

Media: PHD
GM Planning: James Davidson
Group Business Director: Angela Forward / Kelly Badland
Digital Director: Hayan Coronet
Associate Business Director: Dylan Hardie
Account Manager: Oliver Harper

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