Most energy suppliers in the Irish market are pushing promotions or following a strategy of dissuading churn. SSE Airtricity had the potential to disrupt this. As Ireland’s largest supplier of green energy they were perfectly placed to do something positive and disruptive in this space. We created work that bucked the trend: making people conscious about where they get their energy and letting them know there was a better choice. Within a few months of the new ads airing the results are hugely positive. Adrian Cosgrove was my creative partner on this project. The TV ad was directed by Lorcan Hynes.