AUNZ Work of the Week: Origin Energy and Special
Origin’s new brand platform, ‘All Kinds of Useful’, aims to transform how Australians view the utility company. Developed with Special, it showcases practical innovations like solar-powered dog kennels and simplified parking signs – all activated with the symbolic flick of a switch.
The campaign showcases a better than “usual” utility experience, as Origin repositions as a genuinely helpful provider and proves that even essential utilities can innovate beyond expectations.
Origin's repositioning effort shows remarkable self-awareness for a utility provider. The 'flick of a switch' creative device works brilliantly as both metaphor and visual shorthand for transformation.
The solar-powered dog kennel example is particularly inspired, and production company Finch and director Michael Hili have outdone themselves. It's the kind of unexpected, practical innovation that could help shift perceptions for a brand.
The ‘Useful’ switch carries through into outdoor and social, where simple executions hero all the ways Origin is leaving ‘Usual’ behind in pursuit of ‘Useful’.
“When Origin first started talking to us, we were inspired by their ambition," said Bec Stambanis, chief strategy officer and partner at Special.
"They were quick to acknowledge that dealing with large service providers can be frustrating and were unwavering in their desire to run head-on at that perception and work to change it – making Origin feel as useful as the utilities they provide."
