Save it like Three Lions
99% of UK households admit to bad energy habits. Most won't do anything about it. The brief was to change that without a lecture. So instead of telling people to save energy, we turned it into a sport. Two game formats, both built for social, both starring England players Declan Rice, Reece James, and Adam Wharton.
The Energy Emoji Shootout was a quickfire quiz: three players race to decode emoji strings representing energy-saving tips. First to buzz in and answer correctly makes an energy save. First to five saves wins, like a penalty shootout. The questions were written to sit naturally in a football context: what do you do with your dirty kit after training? (Cold wash it.) How do you level up your post-match shower routine? (Keep it under four minutes.) One question got cut before filming. "Less doom scrolling." Samsung were a sponsor. We found another question.
Bench Pass Play was inspired by kiss/marry/avoid, rewired into football language. Players worked as a team to pick nine energy-saving habits and decide: bench it, pass on it, or play it as a New Year's resolution. Options ranged from the reasonable (learn from your smart meter) to the committed (cold showers all the way, go full Wim Hof) to the genuinely tempting (candlelight dinners: efficient AND romantic). The debate was the content.
Role: Art Director
Client: E.ON Next / FA
The Energy Emoji Shootout was a quickfire quiz: three players race to decode emoji strings representing energy-saving tips. First to buzz in and answer correctly makes an energy save. First to five saves wins, like a penalty shootout. The questions were written to sit naturally in a football context: what do you do with your dirty kit after training? (Cold wash it.) How do you level up your post-match shower routine? (Keep it under four minutes.) One question got cut before filming. "Less doom scrolling." Samsung were a sponsor. We found another question.
Bench Pass Play was inspired by kiss/marry/avoid, rewired into football language. Players worked as a team to pick nine energy-saving habits and decide: bench it, pass on it, or play it as a New Year's resolution. Options ranged from the reasonable (learn from your smart meter) to the committed (cold showers all the way, go full Wim Hof) to the genuinely tempting (candlelight dinners: efficient AND romantic). The debate was the content.
- It became E.ON Next’s highest viewed and most interacted content ever.
- The campaign content amassed 3.3 million views
- E.ON Next achieved a massive 581% increase in TikTok followers
Role: Art Director
Client: E.ON Next / FA
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