Ogilvy bows out of British Gas account with carers blitz

Ogilvy UK has launched what is likely to be its swan song marketing campaign for Centrica-owned British Gas, which flags up the energy giant’s support for charity Carers UK by highlighting the plight of the millions of unpaid carers in Britain.
“Two Sides of the Story” will run in cinemas UK-wide during National Carers Week, as part of the “Share That You Care” campaign, which encourages carers to open up so that they can get the help and support they need and deserve.
There are an estimated 6.5 million unpaid carers in the UK looking after a loved one who is older, disabled or seriously ill. This includes British Gas customers and employees.
In the film, four unpaid carers are interviewed. Separately, their closest friends are asked the same questions about the carer. A split screen format highlights the difference between how the carers present themselves on the outside, and how they really feel on the inside. Finally, the friends are confronted with the realities of the carers’ deepest feelings and we see how that changes their perception.
The campaign will run across social channels, cinema, British Gas communications and its website, as well as internally for employees. Over the course of the year, it will explore different themes including loneliness and isolation, mental health and juggling caring with the demands of modern life.
British Gas marketing director Jill Dougan said: “We’re really proud to be working with Carers UK to recognise the phenomenal commitment of unpaid carers. They represent such a huge part of people across the country and within our business, and I think many people will be able to identify with the themes explored in this campaign. We look forward to continuing to work toward carers feeling supported and appreciated, now and in the future. It’s been fantastic collaborating with Ogilvy UK to bring this ambition to life.”
Ogilvy UK chief creative officer Dede Laurentino said: “This cause strikes a chord with millions of people across the UK, and we are immensely proud to have worked with British Gas to celebrate and thank unpaid carers for the incredible dedication they bring to people every day. The stories featured in the film are just a few of many, and I hope this campaign helps remind everyone how important it is for carers to be valued and, most importantly, supported.”
In March, it was revealed that Ogilvy had been dropped from the shortlist for the Centrica integrated account, which was put up for review in January.
The agency, which was repitching for the CRM account as well as the wider brief along with Wavemaker, only made it through to the first round. A team from Publicis is pitching for business against incumbent agencies The & Partnership and MediaCom, as well as Wunderman Thompson.