The client’s communication objectives

Increase the public’s awareness of the electric car as part of a sustainable future. Show that the electric car is on the verge of breaking through as a commercial reality, offering a realistic choice for innovative and clean mobility.

The main challenges

Communicate the benefits of a complex new technology in a short clip without becoming bogged down in the technical details.

ESN’s proposed solution

• Created a baseline ‘The electric car – part of a sustainable future.’ and ‘It’s closer than you think.’ as a means of conveying the key messages. The use of children complemented the exhortation to imagine the future benefits of the electric car.
• Used advertising techniques and the concept of children at play in a field to communicate the client’s desired ‘green’ theme through imaginative sound and visuals.

The process

ESN worked with the client from concept to development of the final film. A lengthy approval process meant that filming had to be completed in autumn. ESN worked quickly to capture the ‘green’ aspect of the video by filming early in the morning when sunshine was available, using child actors.

Technical aspects

ESN organised the casting and one day of shooting. Voice-over was used alongside taped sound and original music.

Key features of deliverables

The video is available on the EEA’s website along with a related feature story produced by ESN. It was also distributed via EUTube, YouTube and social media such as Twitter.

Client/audience satisfaction indicators

The video is entered in the 2010 Cannes Lions International Advertising Festival (IAF).

Link to video