Genesis energises future innovators with new work via Bastion Shine

Genesis is unveiling its newest campaign, highlighting the long-standing Genesis School-gen programme.

School-gen, which has been in operation for over 16 years, offers free STEM educational materials and learning resources to primary schools nationwide.

Recognising that many of New Zealand’s jobs of the future will require STEM skills, and as a Kiwi business employing a large number of STEM roles, Genesis understands the importance of investing in the future of Aotearoa by engaging rangatahi in STEM (science, technology, engineering and math) subjects.

In the new film spot, George takes us to her school where we see her and her classmates learning about science, technology, engineering and math as part of the Genesis School-gen programme.

Launched in June 2022, this is the fifth execution from Genesis featuring George and her family, showcasing Genesis products and services. The platform has proven highly successful at engaging New Zealanders with Genesis, and the reasons to choose the energy provider.

Stephanie Fahey, Head of Brand at Genesis, says: “George and her family have been incredibly well received by Kiwis, helping to build an emotional connection and an engaging narrative that is generating strong results for Genesis. Care is at the heart of the Genesis brand and we’re proud to have a long record of supporting New Zealand schools through the School-gen programme.”

Andy McLeish, Partner and Chief Strategy Officer at Bastion Shine, says the campaign with George is an effective vehicle to deliver “proof points for Genesis and build brand affinity”.

“We’re really excited to be adding School-gen to the suite of George stories and share the great work Genesis do in New Zealand schools with the whole country.”

The integrated campaign includes television, radio, OOH, digital and social and launches on 15 October.


Client: Genesis Energy NZ Ltd 

Head of Brand: Stephanie Fahey 

Brand and Social Media Manager: Kimberly Burgess 

Senior Brand Manager: Russell Long 

Senior Partnerships Manager: Fiona Turvey 

Community Investment Manager: Brydie Stephens 

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 

Creative Services Director: Mel Tombs 

Executive Producer/EP: Pip Mayne 

Managing Director: Toby Sellers 

Senior Business Director: Marcelle Best 

Business Manager: Steph Fairey 

Head of Design: Danny Carlsen 

Designers: Dan Sulit + Tim Wightman 

Production Company: The Sweetshop 

Director: Mark Albiston 

Executive Producer: Kate Roydhouse 

Executive Producer: Ben Dailey 

DOP: Marty Williams 

Production Designer: Neville Stevenson

Colourist: Images and Sound | Alana Cotton 

Online/VFX: 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 Turner 

Media: PHD 

GM Planning: James Davidson 

Group Business Director: Kelly Badland 

Associate Business Director: Kevin Van-Wyk 

Account Manager: Binfei Li 

Digital Planner: Emma Mills 

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