Origin launches ‘All Kinds of Useful’ brand platform via Special

Origin has launched a new brand platform that aims to change how Australians see the utility company.

‘All Kinds of Useful’ , developed with creative agency Special, aims to reposition Origin as the utility provider making things easier, simpler and more useful - from simplifying customer service, helping people electrify their home or business, and everything in between.

With a growing range of services under the Origin banner, from energy to internet, the utility company is out to change the entrenched perception of big companies as being unhelpful. Origin seeks to counter this by delivering useful solutions and service – provided through tangible support for customers.

https://vimeo.com/1071657205

"We’ve listened to Australians about their perceptions of energy and utility providers, and we’re on a journey to change them and to show up differently for our customers and Australia," Catherine Anderson, Origin’s chief marketing officer, said.

"All Kinds of Useful is a powerful platform to help shape everything we do – including how we design our products and services, how we communicate, and how we find the right solutions."

"Making things simpler, easier, and more useful can be transformative, and our campaign aims to playfully showcase how this can be achieved with the flick of a switch. These transitions also reflect our own transformation from a utility company to a truly useful company."

The campaign, which launched 23 March, imagines a world made more useful with the flick of a switch – from a confusing parking sign made clear, to a solar-powered dog kennel.

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," 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."

The launch campaign includes film for broadcast, BVOD and social, and the static and CGI switch executions across OOH and social.

Client Chief Marketing Officer: Catherine Anderson Head of Brand & Creative: Stephen Thompson Head of Partnerships, Media & Planning: Sarah Kutrolli Creative, Media & Sponsorships: Matthew Hunt Brand & Sponsorship Campaigns Manager: Vyon Contos

CREATIVE - Special Agency: Special Australia Partner/CEO: Lindsey Evans Partners/CCO: Tom Martin and Julian Schreiber Partner/CSO: Bec Stambanis Managing Director, Melbourne: Sasha Firth Executive Creative Director: Ryan Fitzgerald Creative Directors: Leti Bozzolini and Justin Butler Team Lead: Felicity Touzeau Business Director: Ayesha Kithulegoda Head of Film & Content Production: Sophie Simmons Head of Stills Production: Nick Lilley Senior Integrated Producer: Katherine Muir Senior Producer: Di Williams Head of Design: Adam Shear Design Director: Dan Jones Designer: Sarah Ristevski Finished Artist: Jen Bailey Creative Services Manager: Leigh Cuda

FILM PRODUCTION Production Company: Finch Director: Michael Hili Producer: Anna-Tara Clark-Sneddon Executive Producers: Corey Esse D.O.P: Stefan Duscio Editor: Leila Gabbi, The Editors Post Production/VFX: The Editors Flame/Online: Jamie Scott Grade: Matic Prusnik Production Design: Leah Popple Sound: Electric Sheep Music: Original Composition, Electric Sheep

SWITCH PRODUCTION Design: Electric Art Animation: Electric Art Sound: Sean Wilkinson, Rumble Studios

MEDIA - Atomic 212° Group Account Director: Kate Nicholls Strategist: Jan Janas Planning & Trading Director: Umar Hafiz Planning & Trading Manager: Shreya Thakkar

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