British Gas Zero has big ambitions. It exists to push the industry forward and make a significant impact on customers’ lives. Central to this mission are the employees, who play a pivotal role in shaping a more sustainable future. Restructuring meant that teams who had previously worked in silos now needed to be brought together to form the new Net Zero team.
The British Gas Net Zero team has ambitious targets to increase the number of customers looking to reduce their carbon impact. They are a forward-thinking team that provides solutions to pressing environmental challenges.
After restructuring, the Net Zero team had new values and new behaviours, and there was a need for a clear and strong cultural narrative.
British Gas wanted an inspiring video that would bring the newly formed team together and focus their sights on their collective goal.
The video needed to engage, unite, and inspire the team while setting the standard of the culture, providing an understanding of the new values and behaviors, and igniting the ambition needed to drive net-zero progress.
We recognised the importance of a highly emotive tone that would engage and instil pride. The video needed to be a manifestation of a united, supportive culture in which the team could come together to strive for a better net zero future for customers. The video needed to act as a rallying cry to bring together the existing teams and serve as an asset for the onboarding of new starters.
On launch day the video was screened to the wider team and was received with great enthusiasm, resulting in a renewed focus to achieve their shared vision and goals.
Balancing footage and visuals that show the impact on customers’ lives and the wider environment, the video instils a sense of responsibility and pride in the real difference that British Gas Zero employees make in their day-to-day work. The creative is emotive, impact-led, and effectively demonstrates how everyone in the Net Zero team is part of developing a net zero future.
We wrote a bespoke script, with a narrative that defines and calls out the new behaviours, but not just by demonstrating ‘what’ the culture is that they’re striving for. It goes deeper, outlining the ‘why’, showing the impact of each employee’s role within the Net Zero team, on a massive scale, increasing feelings of purpose, self-worth, and value. Calling out the specific behaviours in this format shows the impact they can create for customers and the world, and increases emotive pull.
The video serves as a pivotal component in bringing together a team entrusted with a significant responsibility. By effectively uniting diverse teams previously operating in silos, the video fostered a sense of cohesion and collective purpose. This newfound unity empowered the team members to take on the challenge of supporting customers towards a net zero future, together.
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