AUCKLAND, Monday: Kaitiakitanga (guardianship of the land) is the founding principle behind a new 90” manifesto created by Rainger & Rolfe to launch sustainable energy supplier solarcity’s Grid for Good.
The Grid for Good concept encompasses a range of innovations and community-based initiatives created by the brand designed to revolutionise the way New Zealand is powered.
To sell this concept, R&R has created a powerful spot – with a mesmerising choral soundtrack.
“Ultimately,” says solarcity founder/ceo Andrew Booth, “solarcity’s goal is to create smarter, cleaner energy that enables the current generation of Kiwis to act as caretakers for our country’s precious natural resources, and help create a sustainable future for generations to come.
“Climate change really is our generation’s ‘nuclear-free moment’ and we have to do something before it’s too late. Clean energy is the key, which is why we are creating the Grid for Good. We need to find solutions to create a more sustainable tomorrow that keeps our children safe, and we are working tirelessly with the government, the community and iwi to do so.”
Rainger & Rolfe creative director Chris Long said, “Andy has an inspiring and infectious passion around helping the country achieve sustainability.
“So first and foremost we set out to find a creative way to articulate his amazing commitment to a cause he’s championed his entire life.
“Andy has an inspiring and infectious passion around helping the country achieve sustainability.”
“Our direction was also inspired by the work the iwi partnerships team is doing with iwi and marae across the country. The work had to be an authentic rallying cry that is uniquely New Zealand to reflect this.
“Ultimately it was a real privilege to be involved. Everyone at Rainger & Rolfe is incredibly inspired by solarcity and completely believe in what they’re aiming to achieve.”
Andrew Booth said: “At the heart of the Grid for Good is a new world-leading, smart energy service called solarZero. It’s helping Kiwis power their homes using solar power with battery backup to homes across New Zealand.
“Our subscription service has been likened to ‘Netflix on the roof’, and dramatically reduces the cost of energy, delivering it at a price which is up to 30% below the current residential price of energy.
“The intent is to kick-start a mass consumer movement towards solar power, timely considering the fact that the nation’s residential power prices have risen 79% since 1990 and in an average year New Zealand’s electricity generation plants emit 5 million tonnes of carbon.
“By delivering solar as a service to 500,000 homes and 5000 commercial rooftops in the next decade, the Grid for Good has the potential to help end New Zealand’s dependence on fossil fuel generation and accelerate the nation’s transition to becoming 100% renewable by 2035.”
The solarcity Grid for Good 90” spot will be revealed at and, airs on Maori TV in August 2019, and will roll out across digital channels.
CREDITS
Client: solarcity
CEO: Andrew Booth
Chief Marketing Officer: Maryanne Smith
Iwi Partnerships Manager: Kahn Denton
Marketing Manager: Liesel Rowe
Agency: Rainger & Rolfe
Creative Director: Chris Long
Managing Partner: Ant Rainger
Account Director: Simon McKechnie
Agency Producer: Peter Mayo
Planner: Teresa Harris
Production Company: Film Construction
Director: Perry Bradley
Producer: Ivan Barge
DOP: Renaud Maire
Music, Sound Design and Mix: Peter Hobbs at Harmonic & David Liversidge at Radiate
Choir: Tamariki from Hoani Waititi Marae
About solarcity
Solarcity is a leading solar energy services company. Over the past 35+ years it has put more solar systems on Kiwi homes and businesses than any other company. It was the first solar company in the world to achieve carboNZero certification and is still the only solar energy services business in NZ with that green credential. Independently audited and respected worldwide, carboNZero is a significant endorsement of solarcity’s commitment to sustainability and the environment. Additionally solarcity is one of the fastest growing green companies in New Zealand and is one of the Government’s Focus 500 companies that are targeted to contribute significant benefits to the New Zealand economy. solarcity is backed by Sir Stephen Tindall’s K1W1 investment fund and the nation’s oldest private equity fund, Pencarrow. Of recent note, they now use an award-winning financing mechanism developed by solarcity and Westpac to lock in a fixed, low cost, inflation free price for solar power across 20 years, which removes any and all technology risk.
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