Amber has launched its first major above-the-line campaign as part of a broader brand platform highlighting the energy revolution taking place in Australian homes.

Created in partnership wwith creative agency Bureau of Everything and media agency Fourteen10, the campaign employs the phrase ‘South Australians are Revolting’ to describe the movement of homeowners adopting solar and battery solutions. It conveys the message ‘It pays well to rebel’, emphasising the financial benefits of switching to Amber’s services.

The campaign will be rolled out in South Australia starting 13 July and will be featured across multiple platforms including TV, radio, print, YouTube, BVOD, outdoor, and social media.

South Australia is noted for leading the nation in household renewables, with over 70% of its grid powered by wind and solar. Amber’s model allows homes connected through its service to be paid the same rates as coal and gas generators. The campaign includes variations such as ‘Mums are Revolting’, ‘EV owners are Revolting’, ‘Empty Nesters are Revolting’, and ‘The Federal Government is Revolting’.

The campaign references a new $2.3 billion battery subsidy program. Amber, founded in 2017, offers direct access to the wholesale energy market with AI-powered smart automation. The company’s mission is to accelerate the transition to 100% renewables by maximising the value of energy technology in homes.

Amber’s Chief Marketing Officer, Emily Rubin, said, “Our customers care about doing the right thing for the planet, and so do we. But the beauty of Amber’s model is that ditching dirty energy isn’t just good for the environment, it’s also good for your wallet too. You don’t have to choose between making a difference and making money, and that’s what makes this campaign so powerful. It reframes energy action as something everyday Australians can feel proud of. It’s not an angry rebellion – it’s a smart, strategic shift that’s already paying off in homes across the country.”

Bureau of Everything co-founder, Cam Blackley, said: “There’s something beautifully subversive about calling your mum or your grandpa revolting and it being reviewed as a badge of honour. As the partner of a South Australian I know the quickest way to get them talking is to knock SA. The fact is they are Australia’s most revolting state – from a progressive energy pov, of course.”