Genesis and .99 salute grassroots Kiwis

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Genesis Energy is celebrating the unsung heroes that power New Zealand communities, with the help of a new TV campaign from creative and retail brand specialists .99.

Via a collection of powerful TVCs, Shine a Light tells the stories of a number of ordinary, yet extraordinary Kiwis in an ongoing quest to celebrate the difference they, and others like them, make within our communities.

The campaign also gives viewers at home the opportunity to show appreciation and support for their local heroes, through its specially created Shine a Light website. This site is a content hub for people to go online and read other inspirational stories, as well as the chance to nominate their own local heroes who have made a difference in the community.

Genesis Energy group manager (brand) Amanda Singleton says that after many years of working in and building relationships with communities around the country, Genesis Energy wanted to pay tribute to those working tirelessly to make a difference, but who don’t always receive the necessary recognition.

“For us, this is about acknowledging the unsung heroes, the community legends and the ordinary people out there doing extraordinary things. We wanted to give Kiwis the opportunity to say thank you, and .99 have helped Genesis Energy bring this idea to life, beautifully.”

Ben Goodale, managing director .99 / justONE, said: “This campaign is the culmination of a massive amount of planning and development – it’s a huge proposition, and we are incredibly proud to see it come to fruition. We hope Kiwis will really get involved, and take the chance to show their appreciation.”

.99 chief creative officer Craig Whitehead said: “It’s been a pretty humbling experience meeting these incredible New Zealanders and a real privilege to be able to help tell their stories.”

The 60sec TVC, a number of 30sec TVCs and three longer form online videos launched this week.


Agency: .99
Chief Creative Officer: Craig Whitehead
Senior Art Director: Greg Wylie
Senior Writer: Jesse Stevens
Producer: Christina Hazard
Group Account Director: Suzie Gates
Group Business Director: Amy Dufty
Senior Account Manager: Ranjna Makan
Account Executive: Carmen McDougall
Client: Genesis Energy
General Manager – Retail: David Goadby
Group Manager – Brand: Amanda Singleton
Senior Brand Manager: Wadim Schreiner
Production: Exit Films
Director: Gaysorn Thavat
Music: Warren Maxwell

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