We were briefed to develop an idea showing how BP Pulse is ‘leading the revolution in mobility’ with its commitment to building and rolling out infrastructure for electric vehicles. No small task when the brand is associated so strongly with internal combustion engines.

The insight we worked from was to focus on BP Pulse’s purpose. Namely to help make the world a better place for their customers through the introduction of better products and services that enable the mobility revolution to be as seamless as possible. 

Given the wide variety of topics the client wanted to cover we decided to develop an ‘organising idea’ approach to hang individual executions from. This would give us the flexibility to take the films in different directions and use different devices whilst still laddering them all up to one key thought. The idea we landed on was ‘The Power of Better’; a genuinely big idea – with breadth, and depth and width. It was very active, able to stretch to say anything we wanted and the construct allowed for a huge degree of flexibility and emotional connectedness, while still offering a grounded mechanism to deliver our messages.

We also recognised that owning the equity of ‘Better’ allowed us to talk about the full range of benefits EVs & BP Pulse helps deliver – from high order emotional benefits like addressing climate change to more functional grounded benefits like better acceleration.

The executional platform was built around using our organising idea - ‘The Power of Better’ to dramatise 12 distinct areas identified in the brief, each designed to show how BP is leading the revolution in mobility. Essentially we thought of each of these areas as separate RTBs, each building towards the overall benefit of ‘Better’. These ways of operating are demonstrably better – both better than they used to be and ultimately better than the competition. Quite simply we designed each film around a series of things that demonstrated why and how EVs and BP Pulse exhibit The Power of Better.

We made the films in a variety of ways. Some were conventional scripts we shot on location at the Festival of Speed, some were compiled from interview footage, some were scripted and then built using a mixture of stock and new footage and some were written retrospectively after the footage was shot. All were held together by referring to the idea of ‘The Power of Better’ and all were signed off with the line ‘There’s never been a better time to switch to electric’

The films are in post-production