We were tasked to communicate that an ‘energy saving movement’ was now in existence in the UK. The objective of this was to demonstrate that, although action needs to be taken on an individual level, others are taking steps resulting in a collective benefit through individual actions.To create the feeling of a genuine movement the ads needed to be visually rich. The executions had a group of people encouraging the consumer to join them by taking an energy saving action. The focus was not on what people had done, but what you could do.