British Gas has initiated a new campaign aimed at promoting more efficient energy usage in the United Kingdom. This campaign rewards those who use energy more economically, thereby saving on energy consumption.

The campaign, created by The&Partnership and OMD UK, features specially designed visuals in high-traffic areas such as Brompton Road in London and Mancunian Arch Way in Manchester to ensure maximum visibility and accessibility. It will also appear on various platforms, including radio, social media, and outdoor advertising.

The campaign creatively illustrates what can be achieved by saving 50% of energy during the hours of 11:00 a.m. to 4:00 p.m. on Sundays. It envisions various household chores being easily accomplished with this advantage, from a massive clothesline stretching across Waterloo Station to overflowing ironing boards on billboards. Behind the campaign is the PeakSave initiative, which rewards customers for shifting their energy usage to evening hours.

Andy Freeman, Marketing Director at British Gas, commented on the campaign, stating, "We focused on highly impactful outdoor advertising and unique designs to ensure that people don't miss out on this. Targeting Sundays and selecting a time when people can benefit the most further enhances the campaign's effectiveness."