To highlight the absurdities of the antiquated system managing our energy we took over a World Darts Competition, a sport that requires great accuracy in scoring, and substituted a referee that ‘estimated’ the scores. We captured people’s reactions and their outrage to clearly demonstrate estimation is not acceptable, especially where accuracy is expected.

A popular darts tournament was chosen, knowing there would be a large crowd. Cameras could easily capture the action, precisely because it was a sports events there was an expectation that it would be filmed. The opportunity to pull off the stunt rested on it being successful in one match. Capturing the crowd’s reactions, once the ‘estimating’ began we mean it impossible to repeat the stunt with the same crowd during a different game. The film was placed online across the brand’s own channels and was seeded online using content partners.

Using professional darts players and a live, unsuspecting audience the results were filmed and broadcast online reaching over 3m people. Over 40% of people who saw the film claimed it ‘grabbed their attention’.