Smart Energy

Inner Smarts

Agency: AMV BBDO


Dragon’s Den investor Deborah Meaden, one of Britain’s best-known entrepreneurs, is joining forces with Albert Einstein in a new campaign for Smart Energy GB to drive awareness of smart meters for small businesses.

Created by AMV BBDO, the humorous Inner Smarts campaign sees the duo swapping tips as leading figures in their respective fields. Einstein remains the expert in energy and smart meters, while Deborah brings the knowledge and expertise on how small businesses can control costs and stay on top of budgeting.

Each execution is based on a business insight from Deborah, such as the importance of getting the basics right and staying on top of business numbers. These insights have been woven into different business settings, such as a Mexican restaurant and a salon, so the pair can highlight the clear benefits smart meters bring to small businesses.

The integrated campaign lunching this week includes two 20” social videos, 30” radio ads, press and digital. The films, directed by Jim Owen through Red Studios, contain humorous moments such as Einstein miscalculating the hot sauce and, in another, setting off a massage chair, establishing a light-hearted relationship between him and Deborah.

This professional campaign titled 'Inner Smarts' was published in United Kingdom in October, 2023. It was created for the brand: Smart Energy, by ad agency: AMV BBDO. This Integrated medium campaign is related to the Public Utility industry and contains 2 media assets. It was submitted 5 months ago.


Client: Smart Energy GB
Brand: Smart Energy GB - Micro Business
Campaign title: Inner Smarts
Client: Chris Taggart, Phillippa Brown, Laura Trendall, Amy Gatt, Holly Whiting and Harvey Sandhu
Creative Agency: AMV BBDO
CCO: Nicholas Hulley and Nadja Lossgott
Creative Director: Yan Elliot
Creative Team: Esin Huseyin and Davide Mauroni
Agency Planning Team: Joe Smith and Mike Alhadeff
Agency Account Team: Rhiannon Hughes, Vicky Humphries and Jack Masters
Agency Producers: Zoe Robley, Sophie Alliott and Joe Sloane
Agency Designer: Rich Holgate
Media Agency: m/six
Production Company: Red Studios
Director: Jim Owen
Production Co. Producer: Michelle Kern
Edit: Jim Owen
Post-production Company: Creative Outpost
Sound studio: Creative Outpost
Audio Post-production: Creative Outpost
Photographer: Paul Calver
Photographer’s Agency: Making Pictures
Photographers Producer/Agent: Samantha Thompson
Stills Retoucher: Barry Craig
Albert Einstein: “Personality rights of ALBERT EINSTEIN are used with permission of The Hebrew University of Jerusalem. Represented exclusively by BEN Group, Inc.”.
Licensing / Rights Clearance: Ben Group, Inc.
Licensing / Rights Clearance team: Sonia Bouadma, Brenda Conway and Giulia Castelli


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