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Reimagining Energy
When bp’s CEO stood up and unveiled a new purpose for the company – to reimagine energy for people and planet – we helped to announce it to the world. We created a visual language that stayed true to the brand’s heritage but was more human, demonstrating a company striving to transform. Building on our deep-rooted partnership across the years, and a track record of creating key assets such as bp ultimate, bp alternative energy and bp invigorate, we’re building the new brands that will supercharge bp’s ongoing journey from an international oil company to integrated energy company. Further evidence of this change is pulse, bp’s electrification and mobility brand. In a bold move, bp have launched their purpose into the high street with the UK’s most-used charging network, committing to providing stress-free access to power and accelerating the adoption of low-carbon electric vehicles. Already expanding across Germany and China, pulse is targeting 100,000 public charge points by the end of the decade. To celebrate the company’s confident new focus on energy for the greater good, we developed a campaign celebrating bp’s 15-year support of the Paralympics, working with a series of athletes to explore and celebrate their ‘Energy Within’: the talent, resilience, determination and spirit that allows them to overcome challenges to perform at the top of their sports. In a visual style and voice disconnected from the expected and corporate, bp played a key role in elevating para sport with bold, inspiring content across all media and advertising channels. As we continue to work with bp’s businesses defining opportunities for their emerging technologies and investments, we see an exciting future for the brand and for the role it will play in the world’s energy transition. Agency: Landor & Fitch
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