A SOLAR CAMPAIGN THAT ASKED AUSTRALIANS TO RETHINK THEIR ROOF
Australia is one of the sunniest countries in the world yet just 10% of people get their energy from solar power. Energy company Origin needed them to see they were wasting the world’s biggest free, natural resource and make it easier for people to go solar. So we created ‘Don’t Waste Your Roof,’ a seamlessly integrated online journey which asked Australian’s to see the potential value in their roof space. It re-framed the humble roof as something of value not to be wasted.
It began with an online film that told the story of a middle-aged couple travelling the country stealing people’s unused sun. The film then led people to the ‘Rate My Roof’ tool, a partnership with Google Maps that let people measure the value of their own roof.
We targeted OOH spots with roofs to show the potential of solar around Australia.