Adelaide agency Toolbox creates new ‘Don’t get mad, get solar’ campaign for Zen Energy Systems
Zen Home Energy Systems has launched a new tongue-in-cheek campaign focusing
on a developing new phenomenon in the solar market – anger.
Created by Adelaide agency Toolbox the campaign identifies with many customers who now feel burdened by the constant feeling of missing out on solar.
Says Toolbox creative director Adam Carpenter: “There’s a lot of anxiety about the cost of electricity. And most solar companies are really enjoying making people feel angry about energy by rubbing it in their faces to try and force sales. But people are starting to feel threatened and rushed into solar. Some are even feeling as though they’ve missed out altogether. It’s an awful way to start a relationship, particularly one that’s meant to last decades.”
The campaign highlights common situations and everyday people, whom have started to resent the sun. The campaign represents a dramatic twist in creative strategy for Zen Home Energy Systems.
Adds Carpenter: “The sad thing is, customer fear in the solar market actually very close to reality. Instead of enjoying Australia’s sun and taking comfort in solar, people are starting to
feel as though they’ve totally missed the boat. But there’s no bad time for solar – the usual rush-tactics simply don’t apply.”
The new campaign will appear on TV, cinema, press, outdoor, radio, PoS and Internet.
Agency: Toolbox, Adelaide
Creative Director/Art Director: Adam Carpenter
Copywriter/Art Director: Jason Hollamby
Agency Producer: Bec Gardner
Production Company: Kojo
Director: Roh Smith
Producer: Emily Green
DoP: Aaron Gully
Sound Designer: Scott Illingworth – BestFX
3 Comments
If our seasonal weather wasn’t going utterly bunta…
Too much of an advertising conceit for me – the actual human truth is that people love the sun. This just doesn’t ring true.
I kind of like it, if only because solar ads are usually either a retail crap-fest or show people standing around a house covered in solar panels hugging each other.