| Title | AGL ESSENTIALS 'SPEAKERS' |
| Brand | AGL |
| Product / Service | ENERGY |
| Category | A09. Sound Design |
| Entrant | CHE PROXIMITY Melbourne, AUSTRALIA |
| Idea Creation | CHE PROXIMITY Melbourne, AUSTRALIA |
| Production | CHE PROXIMITY Melbourne, AUSTRALIA |
| Production 2 | SCOUNDREL Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Ant White | CHE Proximity | Chief Creative Officer |
| Glen Dickson | CHE Proximity | Group Creative Director |
| Chris Andrews | CHE Proximity | Creative Director |
| Joe Hill | CHE Proximity | Creative Director |
| Amy Weston | CHE Proximity | Senior Art Director |
| Sophie Beard | CHE Proximity | Senior Copywriter |
| Matt Bladin | CHE Proximity | Art Director |
| Lauren Eddy | CHE Proximity | Copywriter |
| Jen Livingston | CHE Proximity | Senior Producer |
| Jamal Cassim | CHE Proximity | Client Partner |
| Elizabeth Mitchinson | CHE Proximity | Senior Account Manager |
| James Needham | CHE Proximity | Director of Brand |
| Matt Thompson | CHE Proximity | Sound Engineer |
| Pravina Kumar | CHE Proximity | Senior Operations Manager |
| The Butchery | The Butchery | Editing |
| James Dive | Scoundrel | Director |
We created three minimalistic installations titled ‘The Art of the Unsell.’ Each of these films showed the removal of confusing discounts and deals by artfully destroying all the places where these offers are traditionally advertised. In this film, we focus on silencing the irritating sales voices you hear on commercial radio. Shot in an empty warehouse, we see multiple pulsing speakers. We hear different voices shouting offers over high-intensity music. As the camera slowly tracks backwards, the voices gradually fade to silence, revealing energy provider AGL’s simple bold message ‘No discounts. No tricks. Just low rates.’ – for their fixed, low rate product Essentials.