chapter  2
9 Pages

The waning of CSR

WithNeil Gaught

A decade ago an extremely resourceful pukeko minced across the television screens of New Zealanders and into their hearts. The clever creatives at Lowe Advertising had co-opted the cute NZ bird and convinced it to be filmed out and about collecting an array of eclectic materials for its nest. Their client was Genesis Energy and the message was that they generated power from more sources than anyone else in an attempt to establish themselves as a responsible green energy company.