Putting Fairness First with British Gas

Our new campaign for British Gas seeks to reshape how people view one of the UK’s most established utility brands.

Built on the belief that no customer should feel shortchanged, the campaign puts British Gas’ commitment to fairness front and centre by showing how existing customers get the same, if not better, deals as new ones. 

Research shows that nearly half of UK energy customers feel new sign-ups get better rates, making it one of the biggest frustration points in the sector. British Gas wants to show that treating people right is built into its tariffs, offers, and everyday servicing, ensuring the existing customers get the same - or better - deals than new ones.

To bring the concept to life, the central film follows ‘The Thing’ twin toddlers navigating family life, using their watchful eyes to spot fairness in everyday moments like sharing fish fingers and piggyback rides.