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Albert Einstein Joins the Energy Revolution for Smart Energy GB Spot 

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AMV BBDO, Gravity Road, The Mill, and Omnicom Media Group’s PHD
 encourages mass installation of smart meters to upgrade Britain’s energy system

Albert Einstein Joins the Energy Revolution for Smart Energy GB Spot 

Smart Energy GB has enlisted the support of Albert Einstein to front its latest campaign, ‘Join the Energy Revolution’ which launched last week.

The new campaign, developed by AMV BBDO, with visual effects by The Mill, sees Albert Einstein transported from the 1950s to the present day using the latest CGI technology. He is amazed by some of the innovations that have happened since his lifetime, but can't understand why Britain has not sufficiently upgraded its energy system. In this integrated campaign, a series of ads across TV, YouTube, social, radio and print, Einstein explains smart meters' personal and environmental benefits in his own charming way.

The launch 40 second ad is designed to introduce Einstein to the audience, connect him memorably to smart meters, and land the core messaging around infrastructure. Four weeks down the line, with Einstein established as the voice of smart meters, shorter-form 20 second copy will be distributed, dramatising the many benefits of smart meters from helping Great Britain reach net zero to saving consumers’ money. 

In consumer research Einstein was found to personify ‘smart’ as well as having the ability to create surprise and deliver a wide range of messages. 

Global production partner The Mill were tasked with re-creating a digital version of Einstein using performance capture and CGI. A team of visual effects artists developed bespoke software and creative pipelines to ensure the photo-real digital avatar of Einstein was as high fidelity and realistic as possible. Using cutting edge 4D volumetric capture technology to record the performance of an actor, subtle facial performances and intricate details were then recreated in CGI, before the team meticulously groomed each hair, wrinkle and eye detail on the CGI model. 

Chris Taggart, director of marketing at Smart Energy GB, said: “There is no greater ambassador for modern technology than Albert Einstein.  We hope the public really enjoy seeing his wit and humour touchingly brought back for this campaign.  He reminds us that while we have started to embrace smart technology in many areas of our lives, our energy system has fallen behind. He reminds the British public that smart meters will help to modernise our national energy system, and encourages them to get one installed and get Britain energy fit for the future”.

Yishai M. Fraenkel, vice president and director general at The Hebrew University of Jerusalem, said: "Albert Einstein was ever-curious about innovation and ways to improve the world through technology. He had a fascination with new, innovative, yet simple and straightforward technology. Being a great humanist, he cared for the planet’s well-being and its inhabitants. It is a great opportunity to bring him into millions of homes through the use of modern CGI technology, supporting the values behind this campaign."

The concept and ad was developed by AMV BBDO, produced by Global Production Partner The Mill, the social media components were produced by Gravity Road who created more than 25 ‘Einstein Selfies’ and media planning and buying was through Omnicom Media Group’s PHD. 

Matt Swinburne, creative director at AMV BBDO, said: “Who better to convince Britain to get smart meters than the smartest man to ever live? Creating full CGI humans is very challenging, and we were lucky to have the Mill’s magic to pull it off. We hope the charming genius will make people smile and make that call to their energy suppliers.”

Alex Hammond, head of 3D at The Mill comments: "Tasked with the exciting but hugely ambitious ask of re-creating a digital version of Einstein, we had to create a unique and groundbreaking visual effects pipeline in order to create an avatar that was truly convincing. Our visual effects team, including facial shape experts, spent months researching and developing a robust toolset so we could convincingly portray the nuances of Einstein's personality. We used cutting edge 4D volumetric capture technology to capture the performance of an actor. This was then used to re-create subtle facial performances and intricate details in CGI. We developed a bespoke system at The Mill to process and export facial data, before our team meticulously groomed each hair, wrinkle and eye detail on the CGI model."


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MILL Credits

VFX & Colour: The Mill 

Creative Director: Alex Hammond 

VFX Supervisor: Alex Hammond 

Executive Producer: Chris Allen 

Producer: Sean Francis 

Shoot Supervisor: Alex Hammond 

2D Lead Artist: Ben Turner 

3D Lead Artist: Alex Hammond 

2D Artist: Matthew McDougal 

3D Artist: Harsh Borah, Clare Williams, Andreas Graichen, Maria Carriedo, Sefki Ibrahim, Joao Pires, Dan Yargici 

Matte Painting: Ross Urien  

Designers: Freya Barnsley

Production Coordinator: Gabriela Goncalves  

Colourist: James Bamford

GRAVITY ROAD CREDITS

Managing Director: Jacinta Szuman

Account Director: Claire Petzal

Account Manager: Martha Robertson

Executive Creative Director: Seb Royce

Creative Director: Peggy Nuttall

Creative: Tom Reynolds

Design: Eduardo Bardi,  Curtis Reeve, Anoushka Schellekens

Head of Strategy: Ruairi Curran

Strategy: Ronak Mokhtassi

Head of Platform and Technology: Duncan Snowden

Head of Production: Veronica Saez

Senior Producer: Rowena Jeffreys-Jones

Line Producer: Agnes Szyperek

Photographer: Garry Simpson

Editor and Motion Graphics: David Shepherd

Post Production: The Mill

AMV CREDITS

CCO: Alex Grieve

ECDs: Nadja Lossgott and Nicholas Hulley

Creative Directors: Matt Swinburne 

Copywriters: Laurens Grainger 

Art Director: Alicia Cliffe

Designer: Simon Dilks

Agency Planner: Joe Smith and Michael Alhadeff

Agency Account Team: Amy Tippen, Tessa Brisbane, Alistair Nichols, Victoria Norrington, Tony Kovachev and Matt Ruiz

Agency Project Manager: Amanda Poulter

Agency Producer: Zoe Robley 

Production Company: MJZ

Director: Rocky Morton, Henry Littlechild and Alex Hammond

Production Co. Producer: Sara Nouman and Eliott Tag

Business Affairs: Maxine Thompson

Audio Post-production: 750mph and Wave

Omnicom Media Group’s PHD CREDITS
Planning and Strategy 

Managing Partner: Tom Blaza 

Business Director: Rachel Jones

Strategist: Jess Treasure 

Account Director: Rebecca Jennings 

Media Manager: Antonia Small

Media Planner: Ellie Barker 

AV

AV Business Director: Nicola Westwood 

AV Account Director: Ben Magee

AV Group Manager: Emile Murray 

AV Manager: Holly Stephens 

Radio 
Head of Radio: Cathay Lowe

Print 

Business Director: Demi Abiola 

Planner/Buyer: Pares Blu-Kidd

Social 

Social Media Account Director: Liam Brennan 

Social Media Account Manager: Sian Hart 

GREENLIGHT CREDITS:

Estate representation, Licensing and Rights Clearance provided by Greenlight – Part of Ben Group inc

Rights Services: Sonia Bouadma and Giulia Castelli

Personality rights of ALBERT EINSTEIN are used with permission of The Hebrew University of Jerusalem. Represented exclusively by Greenlight.

Genres: Animation, Dialogue

Categories: Utilities, Electric

Mill London, Fri, 07 May 2021 14:40:08 GMT