How Bord Gáis Energy’s brand repositioning campaign embedded sustainability from concept to delivery and achieved a carbon footprint less than one-third of the industry average.

Client: Bord Gáis Energy

Agency & Production: The Tenth Man

Ad Net Zero Project: Bord Gáis Energy Brand Repositioning Campaign

Challenge:

Ireland’s transition to a low-carbon future is no longer aspirational, it’s imperative. Bord Gáis Energy is operating within an environment shaped by ambitious national targets, evolving regulation and rising expectations from customers and communities alike.

Guided by their purpose to energise a greener, fairer future, Bord Gáis Energy has set clear commitments: to achieve net zero as a business by 2045 and to help their customers reach net zero by 2050. These ambitions align with Ireland’s legally binding climate framework, which establishes a clear trajectory toward climate neutrality and mandates substantial emissions reductions by 2030.

Brief:

To change the way people see and think of Bord Gáis Energy in Ireland.

From a tried and trusted, ex-semi-state legacy gas board that might do electricity to a progressive and forward-facing trusted energy partner that has all the know-how and products to help you make smarter, more energy-efficient choices in your home. 

The brand repositioning responds to a long-standing challenge in the energy category: while energy costs and consumption have never been more important to households, the sector is often perceived as complex and difficult to navigate. ‘Know Your Power’ aims to demystify energy by showing how informed, everyday decisions can lead to greater confidence, control and impact at home.

The creative centered on empowering customers to take control of their energy use through Hive smart heating, EV off-peak charging and solar solutions. The work needed to feel warm, human and behaviour changing, not preachy.

To achieve this, Bord Gáis Energy set out to:

• Embed sustainability from the earliest stages of pre-production
• Apply AdGreen best practice across every department
• Track, measure and report the full carbon footprint
• Demonstrate that high quality commercial production can achieve a near zero waste outcome
• Keep emissions significantly below the AdGreen benchmark of 19.9 tCO₂e for comparable productions

This required a coordinated sustainability strategy, a dedicated Sustainability Officer and full crew engagement from day one.

Solution

The production focused on six core sustainability pillars: education, waste, catering, energy, materials and measurement. Together these delivered a total footprint of 6.74 tCO₂e – less than one-third of the industry average.

1. Art Department: Circularity as Standard

The Art Department adopted a circular economy approach:

• Majority of props sourced from rental houses (Props 360, AMPM, Vintage Textiles, Billy Drapes, Plantlife)
• Secondhand items purchased via Adverts.ie and rehomed post shoot
• High value items (phone, iPad) returned for full refund
• All reusable items returned to rental circulation
• Zero materials sent to landfill

This approach reduced emissions, minimised waste, and avoided unnecessary new purchases.

2. Costume: Low Impact Wardrobe Choices

Costume prioritised natural fibres and avoided fast fashion:

• Wool, silk and cotton used wherever possible
• No overseas deliveries
• Cast provided options incorporated
• All outfits retained for future productions or responsibly rehomed

Nothing from costume went to landfill – a rare achievement for a multi-day shoot.

3. Energy & Travel: Minimising the Biggest Emission Sources

Travel and transport typically account for over 70% of production emissions. This shoot brought that down to just under 50% thanks to:

• Hiring predominantly local crew
• Using a unit minibus to reduce individual car mileage
• Encouraging carpooling
• Using EV taxis for cast
• Minimising the number of trucks required
• Running all lighting from mains power or a small generator
• Using 100% LED lighting
• Powering down equipment when not in use

SFX water use was supplied via 12,000L of harvested rainwater, avoiding demand on treated mains water.

4. Catering: Low Carbon Meals at Scale

Catering delivered 290 meals with a footprint of 1.32 tCO₂e achieved through:

• Local, seasonal sourcing
• Compostable service ware
• Accurate headcounts to avoid waste
• Zero beef on the menu
• 27% vegetarian/vegan uptake (well above the national average of 10%)

This single menu decision avoided nearly 700 kg CO₂e.

5. Waste Management: Near Zero to Landfill

Partnering with Glon ensured:

• 100% diversion from landfill
• Recycling sent to Panda’s MRF
• Compost sent to biogas or commercial composting
• General waste incinerated for energy recovery

Water drums and local water significantly reduced single-use packaging which was avoided wherever possible.

6. Tracking & Measurement: Full Transparency

Using the AdGreen Carbon Calculator, the production tracked emissions across:

• Pre-production
• Shoot
• Post-production
• Data storage (7-year cloud archive)
• AI usage (negligible at 0.001 kg CO₂e)

The top emission sources were flights, catering, transport, and cloud storage providing clear insights for future reductions.

Results

Carbon Footprint:

A Carbon Footprint of 6.74 tCO₂e. Industry average is19.9 tCO₂e. This production equated to less than one-third of that.

Core production emissions:

0.72 tCO₂e per day — far below AdGreen’s “good baseline” of 2 tCO₂e.

Near zero waste to landfill:

Achieved across art, costume, catering and general waste.

High crew engagement:

Sustainability Officer embedded from the outset ensured consistent implementation.

Creative and sustainable alignment:

The campaign’s message sentiment ‘Real power is using energy smarter” was reflected in the production’s own behaviour.

Key Takeouts

• Early planning and clear sustainability leadership deliver measurable impact
• Local crew and consolidated transport dramatically reduce emissions
• Circular economy practices in art and costume prevent waste and cut carbon
• Menu choices matter – removing beef is one of the most effective levers
• Cloud storage and data management are emerging emission hotspots
• Sustainable production is not only achievable, it enhances creativity and efficiency

Conclusion

This brand repositioning campaign demonstrates that sustainability and creativity are not competing priorities. By embedding environmental responsibility into every decision, Bord Gáis Energy delivered a high-quality, multi asset production with a footprint far below industry norms. The result is a campaign that doesn’t just talk about “real power” – it lives it.

For more information about Bord Gáis Energy’s purpose and commitment to net zero, check out their sustainability page Energising a greener, fairer future | Bord Gáis Energy

Watch the full 40’ ad here: