In a new brand campaign, by EightyOne, Powershop is shining a light on the relationship consumers have with their electricity through a young woman and a big pink blob.
Called ‘A power company you can love’, the campaign features the young woman talking about her relationship with the big pink blob. They met online, have been together for three years, and while it’s not your typical relationship, it works for them.
In the end, it’s revealed the big pink blob is representative of Powershop. The idea is to explore the unique feeling and experience a customer can have with Powershop, a company that has always prided itself on being relatable, distinctive and for the people.
Monique O’Malley, brand manager at Powershop, says Powershop’s essence has always been about shifting power to the people and after 10 years there is something really unique about what customers say and how they feel about it, so it wanted to bottle that up and showcase it.
“EightyOne and Assembly personified the relationship between Powershop and a customer beautifully, by incorporating those special nuances you experience in any happy relationship.”
About its creation, Chris Bleackley, executive creative director at EightyOne, says when the agency was asked to create a campaign showing Powershop’s unique customer relationship, it decided to challenge the status quo of the category.
“We agreed to try and make the mundane a bit magical and the team at Assembly have helped us bring this big pink loveable thing to life.”
Damon Duncan, co-founder and director of Assembly, adds it loved the challenge of bringing this character to life on screen.
“Great scripts from the team at EightyOne opened the door for an interesting execution of our personification of power. By building a suit made from over 1000 programmable LED’s we enabled our actress to work with animation in the scene and have its light interact with the surroundings. A grounded approach that allowed for subtlety and performance to shine through.”
Creative Agency: EightyOne
Head of Powershop: Margaret Cooney
Brand Manager: Monique O’Malley
Creative Lead: Nacho Sauri
Production Company: Assembly
Media Agency: MBM