ScottishPower and The Union launch new creative brand campaign: “Journey”

Leading the charge towards a greener future

ScottishPower, in partnership with The Union, has launched a new brand campaign ‘Journey’, bringing to life its action and ambitions to deliver a cleaner, greener and more affordable energy future.

Energy is an engine for UK growth and rising electricity demand, combined with the continued need for climate action, sees ScottishPower leading from the front with a bold investment plan focused on enhancing grid infrastructure and increasing renewable capacity.

As the UK’s only vertically integrated energy company, the business is spearheading the UK’s green energy transition right across the industry. From building the clean renewable power needed to reduce reliance on dirty, volatile fossil fuels, to rewiring the electricity grid for the future and supporting customers with clean technology in their homes and businesses, its involved in every aspect of building a better future, quicker.

It challenged The Union to capture and bring to life the breadth of its business and how it is delivering for the communities it serves every single day, with the ultimate end goal of delivering a cleaner, more secure and affordable energy future.

The campaign film, produced by Greenrooms, introduces a green electric dodgem, as a compelling symbol of the journey towards a sustainable energy future, and the literal journey of ScottishPower’s energy – from 100% green electricity generation, transported around the country and delivering for customers in their homes.

It introduces characters including “Gran” and “school kids” to help tell the story of how ScottishPower is positively touching upon lives every single day.

The campaign will launch on Monday 7th October 2024 with a comprehensive media strategy developed by Carat UK and featuring high-profile placements across the UK, including iconic out-of-home sites across London, cinemas, social, streaming and TV.

Max MacBeth, Head of Strategy, The Union, said: “ScottishPower’s uniquely holistic approach across renewable generation, electricity networks and its customer business gives the brand real credibility through every aspect of the energy industry.

“It’s a huge business that is building and delivering the critical infrastructure we all rely on every day, and it not only talks the talk on green energy – it’s one of the country’s biggest investors in clean tech, but all also whilst still serving millions of customers.

“Our role was to celebrate how that approach enables them to take us on a journey towards a better future, faster.”

Euan Auld, Deputy Creative Director, The Union, said: “We hit upon a dodgem as an ideal metaphor to showcase ScottishPower’s commitment to green energy and capture the journey they have been on for many years. Bringing to life a driverless dodgem was lots of fun, but not without its production challenges. We’re really pleased with the result and thank all our production partners, as well as our client for their boldness in backing this concept from the start.”

Julie Keough, ScottishPower Brand and Reputation Director, said: “This is one of the most exciting times in the energy industry as we build and accelerate right across our business to help deliver on the UK’s Clean Power 2030 Mission.

“We’ve been doing this a long time, we’ve got a proud history being at the forefront of delivering clean, green renewable power for this country, connecting it up and transporting it to where it is needed, all the while investing in our service and compelling propositions for our retail customers.

“It’s a tall order to condense everything we do into a 60sec ad but the creative team at The Union has really brought it to life with the perfect balance between our story and history, our ambition and reputation for delivery, all with just the right injection of humour along the way.”

Source: The Union

  Advertising, Campaign, Marketing, ScottishPower, The Union, UK