Western Power launches ‘Stories from the grid’ in its latest campaign via 303 MullenLowe, Perth

Secret love triangles, Sunday sessions and mad engineers – 303 MullenLowe has unveiled ‘Stories from the grid’, a campaign running in cinema and online, which offers a bird’s eye view of Western Power’s electricity network of the future.

“Western Power is always trialling new technologies and innovations,” said 303 MullenLowe Perth client services director Todd Baker. “This campaign is about opening up and talking about its innovations and experiments in a fun and relatable way, which represents a huge strategic shift for the brand.”

VIEW ‘ENERGY SHARING: A GRID-POWERED LOVE STORY’ SPOT

VIEW ‘BATTERIES, BBQS AND BALLS: ENERGY YOUR WAY’ SPOT

VIEW ‘MIND CONTROL: DIRECTING THE POWER OF PERTH’ SPOT

Richard Berney, executive creative director at 303 MullenLowe said: “We loved this idea of shooting Perth from above to show energy moving, flowing and connecting. You can’t show the vastness of Western Power’s network using a standard camera angle, so we recruited a fleet of drones to tell our stories in a visually intriguing way.”

The first tale, ‘Energy Sharing: A Grid-Powered Love Story’, is all about Lucy, a giver, and Kevin, a taker, who literally consumes all her spare energy, until along comes Tessa – also a giver. This love triangle explains the benefits of a shared energy storage system, which could soon make sharing power between neighbours as easy as lending a cup of sugar.

The second film, ‘Batteries, BBQs and Balls: Energy Your Way’, depicts all the ways the people of Perth are using Western Power energy.

Filmed high above Perth, the campaign builds on the launch of ‘It’s ON’, a brand platform developed by 303 MullenLowe earlier this year, which positions Western Power as a network that’s “changing at the speed of life”.

Jill Goodwin, brand and customer communications manager, Western Power, said they wanted want to show customers the many ways Western Power is evolving.

“The network now connects solar, batteries, advanced meters, microgrids and stand-alone systems seamlessly with the essential poles and wires. It’s an exciting time for energy in Western Australia, and 303 MullenLowe has done a fabulous job of depicting this.”

The third tale in the series, ‘Mind control: Directing the Power of Perth’, is about Peter, a seemingly mad engineer, with a fourth installment still to come.

Client: Western Power

Drone Camera Operator: Blake Waldock