Genesis Energy shines a light on everyday heroes

We often hear about the good work celebrities are doing for charities and communities, but it’s quite rare that we get the opportunity to celebrate those who are out there, unrecognised, doing good deeds every day. To celebrate these individuals, Genesis Energy has released a heart-warming new campaign through .99 which praises the “ordinary, yet extraordinary” things these unsung heroes are doing in our local communities.

The campaign, dubbed ‘Shine a Light’ is an ongoing quest to celebrate the difference our local heroes make in the community according to a .99 release, which is illustrated through a series of beautifully shot TVCs.

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.

The site is a content hub for people to go online and read other stories about local do-gooders, 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 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,” she says.

.99/justONE managing director Ben Goodale says: “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 CEO Craig Whitehead says: “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 60-second TVC, a number of 30-second TVCs and three longer form online videos launched this week.


Agency – .99

Craig Whitehead, chief creative officer

Greg Wylie, senior art director

Jesse Stevens, senior writer

Christina Hazard, producer

Suzie Gates, group account director

Amy Dufty, group business director

Ranjna Makan, senior account manager

Carmen McDougall, account executive

Client – Genesis Energy

David Goadby, general manager – retail

Amanda Singleton, group manager – brand

Wadim Schreiner, senior brand manager

Production – Exit Films

Director – Gaysorn Thavat

Music – Warren Maxwell

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