This campaign was unique and challenging due to the following factors:

• It was trying to achieve two aims simultaneously - spreading information about smart meters, and busting common myths about them.

• It was targeting an audience that was unfamiliar with the core offering.

• The environment at the time contained a lot of scepticism about smart meters in general.

As the art director and writer for this campaign, I took a dual-pronged approach to the creative.

The informational video had to break down complex information, so I did this using a combination of eye-catching animations combined with clear, concise copy. The myth busting video, on the other hand, took a more light-hearted approach, using humour to dissipate some of the more far-fetched myths about smart meters.

The videos were supported by supplmentaty brochures and downloadable content, and a targeted email campaign.