AGL ESSENTIALS 'FLYERS'

Short List
TitleAGL ESSENTIALS 'FLYERS'
BrandAGL
Product / ServiceENERGY
CategoryA11. Consumer Services
EntrantCHE PROXIMITY Melbourne, AUSTRALIA
Idea Creation CHE PROXIMITY Melbourne, AUSTRALIA
Production CHE PROXIMITY Melbourne, AUSTRALIA
Production 2 SCOUNDREL Sydney, AUSTRALIA

Credits

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

Brief Explanation

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 abolishing annoying retail flyers. Shot in an empty warehouse, we see piles of colourful flyers with sales messages blown away, to the sound of squabbling seagulls (symbolizing our competitors). As the last sheet of paper settles on the ground, we reveal energy provider AGL’s simple bold message ‘No discounts. No tricks. Just low rates.’ – for their fixed, low rate product Essentials.