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Essential Energy

A multi-channel awareness campaign to empower the community

The launch of Community Choices, a new campaign to give back to real local heroes. More than 87,000 votes registered for 232 nominated groups over a 10-day period.

Empowering communities

Essential Energy work to maintain the poles and wires that deliver electricity to 95% of New South Wales and parts of southern Queensland. We were engaged as the creative lead for the launch of their leading social responsibility initiative, Community Choices. The program supports the community through funding for charities and not-for-profits that deserve a little boost. We developed advertising and marketing assets for a two-phased campaign — nominating through to voting — using a multi-channel approach that included video, press advertising and social media.


  • Creative direction
  • Press advertising
  • Storyboarding
  • Animation and illustration
  • Video editing
  • Voice talent
  • Script and copywriting
  • Digital banners
  • Social media

Delivering a full creative service

Working with Essential Energy’s bold colour palette we first scripted, illustrated and animated a YouTube commercial. A video format was chosen to explain the components of the charitable election — ensuring the goals and purpose were clearly defined. The illustrative approach was adapted for the press campaign and social media content encouraged community participation.

Setting new goals

The campaign raised awareness for the new initiative, and a total of $175,000 was shared by 134 successful groups across Essential Energy’s 20 network zones. We look forward to next year, which will have even higher levels of awareness, as community groups are seen to flourish from the monetary rewards they’ve received this year.

Even the biggest hearts need a little boost, so let’s take this opportunity to give back to our real local heroes.

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