A major branding campaign by GPY&R Melbourne for AGL highlights energy saving as its core message.

The integrated campaign uses television, large format outdoor, press and online display speaking directly to consumers providing solutions on how to save money, reduce energy consumption and help the planet.

The Jenny and Dennis executions highlight AGL’s latest initiatives: AGL Energy Online - a customer service site to manage bills, arrange supply, view bills and historical consumption and the AGL Smarter Living Centre - a store that provides advice, interactive tools as well as a new online store that sells a wide range of energy efficiency related products.

GPY&R ECD Ben Coulson said they hoped to reframe the environment issue away from lofty notions of saving the world.
"We're aiming for a more tangible and manageable message about saving money at home,” he said. "I think AGL are a few steps ahead of their competitors in recognising that not everyone who wants to save energy does it because they are out to save the planet. With energy prices on everyone’s mind, the hierarchy of saving money first, saving the world second seems very relevant to lots of us right now."