Building on our new creative platform of ‘Switched On’, we created a campaign that demonstrates Energia as the clever consumer’s choice. Our idea was: Clever people choose Energia. People with their heads screwed on recognise that choosing a provider with consistently lower rates, who’s always looking for new ways to help you save more through energy efficiency, is the clever thing to do. We had some fun with the idea and created a testing lab where – rather than humans researching the cleverness of animals – animals are testing the cleverness of humans. We have lots of laughs sorting the clever from the not-so-clever, with the conclusion reached by the ‘scientists’ always being the same: that the clever humans choose Energia.