Meridian has launched a new brand platform that celebrates how Kiwis will go to great lengths to keep New Zealand clean and beautiful.
The one-minute TVC called ‘Wind – Water – Sun’ by BC&F Dentsu begins with a man in a t-shirt, shorts and jandals running along a windy beach holding an ice cream as dramatic music plays. He comes across many obstacles – a dog joins him, he runs through a cricket game (and takes a catch), almost ruins a fisherman’s line, dodges people riding a horse and helps a car stuck in the sand – to finally he take a diving leap in order to get his rubbish which has blown away in the wind.
The ad ends with a voiceover that says “You go to get lengths to look after this place. As New Zealand’s largest producer of 100 percent renewable power so do we” as the man looks upon Meridian's wind farms in the distance.
BC&F Dentsu associate creative director Brad Stratton says the campaign is a distinctive, simple expression of everything Meridian stands for.
Meridian strategy and brand lead Ben Fielding says the new platform is a big change for Meridian.
"It's an exciting new step for Meridian as a business, that we think will appeal to Kiwis everywhere."
BC&F Dentsu managing partner Luke Farmer says working on the project has been collaborative with Fielding and the Meridian team.
"The new strategic direction we’ve developed in partnership with Meridian is likely to lead to some very exciting and unexpected things in the very near future.”
BC&F Dentsu managing director Murray Streets says it's a great partnership and both teams have high ambitions.
“I’m thrilled for the client-agency teams that worked so quickly and seamlessly to develop the work and deliver this confident, leadership positioning for Meridian."
The new brand identity features a logotype for Meridian designed by Inhouse.
Inhouse creative director Arch MacDonnell says the logo takes inspiration from Meridian’s energy sources, as well as how energy is created, via turbines and rotors.
"It's a modern representation of the business and a bold symbol for renewable energy.”
The integrated campaign was developed in partnership with OMD with the TVC complemented by press, outdoor, digital and PR.