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E.ON 'Animals'

Agency: TBWA London

Client: E.ON

Never work with children and animals goes the saying. But that hasn’t deterred TBWA from roping in a zoo to star in a new ad for leading electricity and gas company, E.ON

The fully integrated national campaign aims to drive awareness of ‘EasyGreen’ – a new green electricity product for businesses, which offers 100% renewable electricity.

Created by TBWA\LONDON and sister agency TEQUILA\LONDON, the through-the-line campaign will run across TV, press, poster, direct mail and online.

Wild animals are used as a metaphor to communicate the key message of letting the power of nature into your business.

The press and outdoor ads capture animals such as beavers, wallabies, giraffes and meer-kats in business environments while the direct mail portrays animals popping their heads out of filing cabinet drawers.   The online work runs similarly to the TV, showing animals in business environments.

All the animals were shot on location in the real environments.  A motion control move was used for the wide shot in the office, and all the animals were brought in separately and choreographed to work within this move.

In some of the scenes the animals were shot in different positions within the real environment and then layered up in post to create the effect of multiple animals.  Amazingly, all the animal performances were real in the actual environment, no CGI, green screen or studio shooting was involved.

In a move away from corporate, cold and uninspiring business ads, the campaign recognises that businesses are consumers too. 

B2B Director at E.ON, Peter Haigh, said: “In recent years there has been a positive rise in environmental awareness and we all understand that using energy has an impact on the planet.

"Many businesses now set environmental targets and so more and more companies want to buy electricity that is generated in a more environmentally friendly manner”.

The music featured in the ad is ‘Busy Bee’ by Arthur Askey.

AJR
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