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British Gas Shows You What Being More Sustainable Really Looks Like

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Films from The&Partnership's nucleus capture the simple sustainable actions we make every day

British Gas Shows You What Being More Sustainable Really Looks Like

Launching today is the multimedia advertising campaign from energy and home services provider, British Gas, that aims to uncomplicate the jargon-filled world of sustainability. Public confusion is rife, with British Gas’ own research revealing that 38% of Brits were unsure how to begin their carbon neutral journey, and that over half weren’t sure what the terms ‘net zero’ or ‘carbon neutral’ meant.

Furthermore, 84%  of Brits expect brands to be part of the solution, and British Gas aims to deliver on this promise with both simple education and practical solutions we can all adopt.

The new campaign ‘This is what sustainability looks like’, from British Gas and nucleus, cuts through the clichés and fodder of expected ‘green’ advertising, by championing the mundane realities of living more sustainably. The three 30-second films capture the simple sustainable actions we make every day, from turning down the heating from your phone, plugging in your electric car at home, to flicking the kettle on for a cuppa (on a British Gas zero carbon tariff of course); all set against the epic soundtrack of DJ Snake and Lil Jon’s ‘Turn Down for What?’.

“Sustainability doesn’t have to feel like such a big word. We want to make living sustainably feel as simple and accessible as possible. We’re delighted to launch a campaign that doesn’t just talk about sustainability as a topic for future years, but showcases the real and practical solutions we offer, to make a real difference, starting today - not tomorrow,” said Andy Freeman, marketing director, British Gas. “We want this campaign to show that not only can being a little greener start at home, but that there are already very real, very ‘everyday’ solutions out there to start making a big difference. Stripping away at the confusion around the journey to net zero, we’re celebrating the everyday sustainable moments which will all add up to a better world.”

The campaign will launch multiple executions across TV and VOD, as well as appearing on the big screen across UK cinemas. Digital and OOH channels hero the seemingly mundane looking sustainable products in a white world, with digital channels using the latest in attention tracking metrics to gauge consumer engagement. 

Micky Tudor, executive creative director, nucleus, comments: “We wanted work that was the opposite of most sustainability campaigns. No swaying trees or fields of green. No kids looking hopefully into the distance at a brighter future. No greenwashing. Just saying it like it is. Keeping it simple and showing the real things that we are actually doing right now to help people and the planet be more sustainable. The resulting campaign’s power is in its brutal simplicity and confidence. Straight talking, fun and unlike anything you’d expect from British Gas.” 

True to the net zero ambitions of British Gas, the core of the campaign’s OOH activity will focus on using oversized, impactful paper sites in areas of high pollution which use air cleaning technology to purify the atmosphere around them. Going live in a couple of weeks, these will also be fully recyclable formats and will even be used to power people’s homes once discarded. This entire campaign will be offset using a carbon calculator, an industry-first tool developed by MediaCom and CO2balance, as the brand continues leading by example on green marketing.

Further to this, sustainability was also a focus throughout the production and planning of the campaign. Using greener solutions where possible and offsetting both production and media emissions, the brand continues to lead by example on marketing sustainably.

After the successful win of the Centrica business in July 2019, this is the second campaign for nucleus, a bespoke agency model for Centrica. nucleus integrates creative and strategic talents of The&Partnership, MediaCom, WundermanThompson and BCW, and was set up to put data-led and insight customer planning at the heart of Centrica’s marketing communications. 

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Client: British Gas

Marketing Director: Andy Freeman

Senior Marketing Manager: Ben Wood

Marketing Manager: Abi Jenkins

Campaign Title: This is What Sustainability Looks Like

Agency: nucleus

Executive Creative Director: Yan Elliott / Micky Tudor

Creative Director: Sam Willard

Creatives: Matt Wood / Tom Loveless

UK Strategy Lead: David Adamson

Senior Planner: Olly Owen

UK Business Lead: Stephanie Trowbridge

Senior Account Director: Catherine Lynch

Account Manager: Ffion Green

Head of Integrated Production: Charles Crisp

Agency Producer(s): Alfie Glover-Short, Elise Augustin-Gill

Head of Art Buying: Emma Modler

Junior Art Buyer: Ellen Green

Production Company: Biscuit Filmworks

Director: Aaron Stoller

Managing Director/Executive Producer: Rupert Reynolds-Maclean

Producer: Sara Cummins

Director of Photography: Tim Maurice-Jones

Editor: Ben Campbell @ The Quarry

Assistant Editor: Ben Cowen

Post Production: ETC

Post Producer: Alasdair Patrick

Flame Lead: Hani AlYousef / Taran Spear

Nuke: Adam Woolrich

Colourist: Jason Wallis

Audio Post Production: String and Tins

Audio Producer: Charlie Howard

Sound Engineer: Lawrence Kendrick

Music Supervision: Theodore

Grace Raymond: UK Media Director

Alex Sayliss: Media Associate Director

George Viner: AV Associate Director

Sophie Pearce: Digital Account Manager

Shahyad Shahir: Digital Associate Director

Nick Jones: Social Associate Director

Callum Chaundy: OOH Account Manager

Genres: Comedy

Categories: Gas, Utilities

The&Partnership, Mon, 06 Sep 2021 15:34:00 GMT