Duracell has a range of outstanding claims that we wanted to bring to life in a dynamic way that would tie into a campaign theme we had recently originated for our client: ‘The power behind your business’.

We considered what was of primary importance in this channel and to the end user, concluding that the battery identity itself, along with the power it provides, was key. This led us to the idea to hero each battery within the range by showing it being analysed by a futuristic supercomputer. By ‘scanning’ each product, we could identify and communicate the key features and end uses – along with those all-important claims. Key to this idea was motion and visual effects that would mimic sparks of electricity, signifying the power Duracell provides and grabbing attention.

This video was a culmination of work we has put into rebranding Duracell Professional. We made 3D models of each battery and combined these with layers of graphical information and holographic footage to create a technical look that conveys a sense of gravitas. Each piece of information has been individually considered within the overarching style in order to convey it as effectively as possible. The motion was designed to catch the eye, create interest and covey technical information. The soundtrack and sound effects were composed to ensure the audio worked alongside the visual to create a futuristic mood, while again helping to attract attention in the busy store environment.

Anecdotal reports are extremely positive. It was felt this video added considerable value to the brand and would impact consumers across the 10 markets where it has been launched, helping them to make an informed decision. Furthermore, it has helped to launch the refreshed brand and new campaign theme, taking Duracell Professional to a new level amongst consumers.