British Gas: Tom Daley’s Big Day Back at School

Getting grown-ups to care about a school’s initiative – by sending an Olympic hero back to class.

British Gas wanted to drive fame for its Get Set for Positive Energy schools programme -and use it to position itself as a builder of a greener, fairer future.

But to cut through the noise, and get a disinterested public to understand that it’s more than just another corporate initiative, we had to go beyond saying how great it was for kids and the planet…

Instead, we had to show its brilliance. From the inside.

So, we sent Tom Daley back to school.

Not to give a speech. Not to shake hands.

But to live a real school day and experience the scheme first hand.

Uniform and all.

Tom took notes in class. Ate lunch in the canteen. Learned how to save energy. Made mates. Got told off.

With all the action shared with the world in a documentary-style comedy short packed with charm, chaos…and a surprising amount of climate education.

The result?

300+ pieces of media coverage

302 million opportunities to see

Tens of thousands of views of the comedy short across media and YouTube

But more than numbers:

A campaign that made a greener, fairer future feel real – and positioned British Gas as the brand helping bring it to life.