​Because designs green themed set for British Gas Generation Green


British Gas has staged a four-day dance-themed event in east London as a part of its Generation Green initiative. 


The Energy Performance activation allowed visitors to generate their own energy using a state of the art, energy-generating dance floor.

Created by Because in collaboration with Kaper PR and the National Schools Partnership, the Energy Performance forms part of the wider Generation Green initiative, an education programme run by British Gas to provide school children, teachers and families with the equipment and knowledge they need to save energy in their everyday lives.  Last year, British Gas invested over £1.6 million installing energy saving equipment for schools as part of its Energy Makeover programme. 

The event at Westfield Stratford City began with the final of a nationwide schools’ competition, with six shortlisted schools from across the UK competing to win up to £150,000 worth of British Gas Energy Makeovers. The prizes were awarded to the three schools that generated the most energy, with bonus points awarded by Jordan and Perri from Britain’s Got Talent winning dance troupe Diversity.

Members of the public who danced on the Pavegen tiled dance floor could also measure the amount of power they created via nearby monitors as well as lighting up an energy totem which, in turn, triggered a camera that photographed them. British_Gas_Generation_Green_2

Visitors entered the Energy Performance activation via a timeline path paved with panels detailing energy milestones through the ages. The walkway lead to an ‘Energy Pledge Tree’ where people could commit to sustainable practices by writing down their energy saving promise. The set also featured specially designed ‘pods’ where visitors could learn more about Generation Green and a giant ‘grass’ chair with life-sized Jordan and Perri cut-outs providing a striking ‘selfie’ opportunity.

For the three days following the school competition finals, there were performances by local community groups, as well the opportunity for visitors to try out and be photographed on the Pavegen dance floor. All dancers were presented with a free branded photograph of themselves in action.

Sharon Richey, CEO at Because said : “The Generation Green initiative is a major commitment by British Gas to educate the next generation of energy consumers and a really important project. The Energy Performance activation created an imaginative and fun environment that all ages could enjoy. We’re thrilled that so many visitors to Westfield were prompted to think about green energy while having fun at the same time”.

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With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.