In their latest campaign for SEAI (Sustainable Energy Authority of Ireland), TBWA\Dublin introduces a motley crew of characters to articulate the benefits of home energy upgrades.
Dramatically improving the energy efficiency of Ireland’s homes is a major goal for SEAI. Older homes in particular can be transformed to be remarkably more comfortable, and this is made more affordable for homeowners thanks to the Government grants SEAI offer.
For the team at TBWA\Dublin, this increased comfort was best expressed by those that experienced home energy upgrades for themselves – the ornaments inhabiting older homes.
“Testimonials are a really effective way of demonstrating improved comfort," said Martin Corcoran, Copywriter with TBWA\Dublin, "but they’re not very interesting. When we looked at the types of homes that would benefit most however, we found unlimited charm in the miscellaneous ornaments that decorate older Irish houses. Giving a voice to these lovable householders offered us a way to create a fun and engaging campaign that was still hardworking.”
With a wealth of inspiration to draw on, TBWA\Dublin worked with Piranha Bar to develop a charming set of ornamental characters inhabiting a typical Irish home. Combining the CGI elements with real world footage was orchestrated by director Richard Chaney.
Borrowing cues from popular mockumentaries also allowed the team to bring in a range of different accents and personalities to the 30 second TVC. And these characters will also come to life across DOOH, display, social and radio.
“The insights and objectives were really clear from the off," said Tom Halpin, Head of Communications at SEAI. "This really hard working oozes creativity and fun that’ll maximise its appeal to the widest audiences, precisely what we needed. We loved the whole process and working with the brilliant teams at TBWA\Dublin, Mindshare Carr and Dept on this integrated campaign.”
“The team at TBWA\Dublin have thoroughly enjoyed collaborating with the SEAI on the development of the consumer facing messaging for this important initiative, which will not only contribute significantly to the achievement of the Climate Action Plan targets, but result in more comfortable homes for many," said Amy Satelle, Senior Account Manager, TBWA\Dublin. "The process was very much insight lead, and conveyed through a creative delivery that is charming, relatable and informative.”
