Meridian and BC&F Dentsu introduce Nigel, the eco-hero we all aspire to be

In recent years there has been a significant shift in attitude when it comes to looking after the planet, however, we still have a long way to go. Through a humorous campaign, renewable energy power company Meridian, alongside BC&F Dentsu, is proving that being eco-friendly isn’t as hard as it seems.

Following a day in the life of Nigel, the campaign’s eco-hero, the 30″ ad demonstrates multiple alternatives to using plastic. Being the planet-saver we all aspire to be, Nigel says no to straws, supermarket plastic, and even uses his beanie for his dog’s pooper scooper, proving plastic-free is doable.

The campaign comes alongside Meridian’s aim to have Kiwis choose them for power, being New Zealand’s largest generator of, and biggest advocate for, 100 percent renewable energy.

“As people become aware of the impacts of climate change, they’re looking for like-minded companies. That’s why these new ads are an approving nod to the actions big and small that Kiwis are trying to take to do right by the planet,” says Meridian chief marketing officer, Michael Healy.

“By choosing Meridian you’re not just choosing to support a company that only generates electricity through wind, water, and sun but is also, helping save the Kākāpō, and undertaking a number of long-standing environmental restoration projects in the areas in which we operate.”

BC&F Dentsu’s creative partner, Bex Radford, says Nigel represents the planet-saving legend in all of us.

“The campaign reminds us that Meridian is here to save our vegan bacon, for all those days we’ve forgotten our keep cup, left our reusable bags in the car, and accidentally said yes to Jervois Steak House on meat-free Monday.”

Directed by Adam Stevens, the campaign will go live across Tv, radio, outdoor and digital thanks to OMD.


Client: Meridian Energy

Creative agency: BC&F Dentsu

Media agency: OMD

Production: Good Oil

Director: Adam Stevens

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