Taking care of things

keeping british homes warm and working

British Gas knew British homes better than anyone else. We’d been in the walls, under the floorboards, and on call for decades. But somewhere along the way, the brand lost its relevance. Newer, shinier players like Octopus and OVO were stealing share — by showing up with fresher branding, simpler language and more human storytelling.
We, meanwhile, felt cold and corporate. A brand people only thought about when something went wrong.

Our task was clear: Reinstate our emotional connection with the nation by reclaiming our role in British homes.

THE INSIGHT

But when something breaks at home — it takes over your life. Your boiler becomes your enemy. The smart meter mocks you. Life feels harder than it should. But when things are working? There’s a feeling of calm, of comfort, of being looked after — even if you don’t notice it at the time.

THE STRATEGY

We reframed British Gas from an energy utility into a provider of peace of mind.

We weren’t just supplying energy or servicing boilers.
We were giving people back a sense of calm.

By Taking care of Things.

It was more than a new brand platform. It was a new role in people’s lives.

AND TO BRING IT TO LIFE?
We created a new kind of family. The Things — a family of soft, fuzzy characters who represent the feeling of being looked after. They live under the stairs, behind the radiator, in the boiler cupboard — keeping things ticking while you get on with life.

We launched with scale and charm — kicking off with a Gogglebox Channel 4 takeover, a 60” brand film, Channel 4 idents, national OOH, press and social. The Things appeared everywhere, from bathroom radiators to boiler cupboards to TV sets. Quietly, adorably reassuring.

And with characters designed for longevity, we’re just getting started.

As Andrew Tindall of System 1 fame says: If British Gas stick at this and these characters, build those memory structures, increase familiarity and processing fluency. Brand and business effects will compound.