Role: Concept / Copy
Be Future Positive is Drax’s first brand campaign designed to help business leaders on their mandatory journey to net zero by 2050. Following research among their target audience, we crafted an inspiring brand idea that cut through the doom fatigue, aided by beautiful illustrations and an animation by world-renowned Noma Bar. The campaign drew 2 million views to the website and a 141% increase on click-through rates. Better yet: 70% of those who saw the campaign said they would now consider Drax when renegotiating their energy contracts - exactly what we were tasked with doing.