CITIPOWER
ESSENTIAL AS
PLATFORM LAUNCH | BRAND FILMS
Most people know their electricity distributor by name, but they don’t know the real people who make it all possible. So we used them in our ads – no actors necessary. Who better to speak about the essential nature of the work than the ones who live and breathe it everyday?
​​Our films follow a cause and effect narrative with a repeatable structure that juxtaposes the unseen, honest work of CitiPower staff with the small, but essential moments that we so often take for granted.​
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The work we’re doing up here is as ‘ essential as’ ... your morning cuppa.
The work we’re doing underground is as ‘ essential as’ ... the DJ decks at a house party.
The work we’re doing on the lines is as ‘ essential as’ ... the power tools you use on the weekends.
We didn’t just want to go all in on power — we wanted to humanise the work. The ‘essential as’ platform is a celebration of the people who work tirelessly behind the scenes to make sure we never have to think twice about our power.