Behind the Campaign Making Heat Pumps an Easy Choice

The UK’s journey to net zero just got a little warmer, and a tad fuzzier. The Department for Energy Security and Net Zero (DESNZ) has launched ‘Feel All Warm and Fuzzy Inside’, a new campaign designed to drive heat pump adoption by making the switch feel like a no-brainer. With M&C Saatchi UK at the creative helm, the campaign ditches dry, technical messaging in favour of real stories from real homeowners, brought to life through the warmest, fuzziest medium of all – some charming stop-motion animation.

Directed by Blinkink’s Adeena Grubb and Andy Biddle, the campaign transforms heat pump advocates into knitted, wool-covered characters, creating a cosy, nostalgic world that makes sustainable home heating feel as comforting as your favorite jumper on a cold day. And with a £7,500 Boiler Upgrade Scheme grant up for grabs, the campaign ensures that the feel-good factor extends beyond warmth, right into homeowners’ wallets.

To unpack the creative strategy, the power of stop motion, and the challenges of making heat pumps culturally engaging, LBB sat down with the minds behind the campaign: Alice Marsh, business director, M&C Saatchi UK, Sam Turk and Paul Robbins, creative directors, M&C Saatchi UK, and directors Andy Biddle and Adeena Grubb from Blinkink.

LBB> Can you walk us through the creative strategy behind the campaign? What were the key insights that shaped it?

Alice> Heat pump sales are increasing year on year, but there needs to be a marked shift in order to move the nation towards low-carbon heating, to help achieve the net zero target.

Our brief from DESNZ was to encourage more people to take advantage of the government’s Boiler Upgrade Scheme (a non-repayable, non-means tested £7,500 grant towards the cost of a heat pump). The team was clear that they wanted to do this in a way that stood out with our audience, making sure it appealed to as many people as possible.

There’s a lot of misinformation about heat pumps out there that we had to cut through. People don’t believe that the technology will work in their home, and although they know that replacing fossil fuels as a way to heat their homes is the right thing to do, they don’t want to be guinea pigs for the new technology. The reality is that heat pump technology is now so advanced that there are millions of pumps worldwide, and now over 200,000 in the UK. Of those, research told us that 95% of heat pump owners are happy with the solution.

Our strategy was therefore to connect those who were curious about having a heat pump installed with the people who were already feeling the benefits.

LBB> How did you balance making heat pumps feel like an emotional, feel-good choice while still delivering essential information about the Boiler Upgrade Scheme?

Alice> Using testimonials was a great way to ensure we were resonating with the audience, but we were mindful from the outset of not doing this in an expected way. Our audience is discerning, and we needed to cut through. The creative take on first-person testimonials using humour researched well as the best way to achieve this.

LBB> The campaign heavily relies on real-life stories. What was the process for selecting and integrating these stories into the creative execution?

Alice> We worked with DESNZ’s partner, Nesta, to interview people who have a heat pump. Nesta has a network of heat pump owners that people who are interested in getting a heat pump can visit, so that they can see how the pumps work in a home like theirs. In the interviews, we captured insights about the positive experiences that owners have, and also used exact statements in the scripts in our campaign.

LBB> What challenges did you face in making a technical topic, like heat pump adoption, culturally engaging and widely relatable?

Alice> We knew that the main barrier to overcome in the communications was an emotional one, as there is more often than not a technical solution to installing a heat pump, no matter what type of house you have. The advertising focussed on the emotional benefits of installing a heat pump, like feeling warm and cosy, doing your bit for the environment, and even how to enjoy the money saved by getting the grant.

Once we piqued the audience’s interest via broadcast channels like TV, radio and print, we could deliver the specific technical information they might need to consider (like what type of home they have, what type of radiators, how much insulation they have) in appropriate digital channels – especially the website.

LBB> What role did sustainability play in the creative development beyond messaging – were there conscious choices in production to reflect the campaign’s eco-friendly theme?

Sam & Paul> Sustainability was, of course, a vital consideration at every stage of the production process. Blinkink ensured it used secondhand or recycled yarns and fabrics to make all the sets and models. This, alongside simple measures like minimising printed materials, meant that the process from end to end was as low-impact on the environment as possible.

LBB> The campaign uses stop motion animation, which is a unique choice. What made you decide on this medium for telling the story?

Sam & Paul> We did consider using CGI, but stop motion animation helped to give the work a nostalgic, homemade feel that brought the idea to life in the best way. The craft and texture that Blinkink brought to the cosy, inviting homes and relatable characters was exactly what we had hoped for when we came up with the idea.

LBB> Can you talk about the process of designing and creating the knitted characters? How did you ensure they reflected real homeowners while maintaining a warm, nostalgic feel?

Andy> We aimed for our characters to embody the rich diversity of accents, ages, and ethnicities found across the UK. Much of the spot’s warmth comes from the incredible voices we recorded, ensuring the dialogue felt natural, engaging, and full of personality. When designing the cast, we struck a balance, giving them plenty of character without veering into overly cartoonish territory.

Adeena> We wanted the characters to feel sweet and cosy. It was important that they felt pretty down to earth and relatable too, so the audience could potentially see themselves in one of them.

LBB> What were the biggest technical challenges in bringing these animated homes and families to life?

Andy> We aimed to give the characters a stylised look that was visually striking, but this can sometimes restrict the performance capabilities. For example, in one shot, we wanted the character to shrug while delivering her line, but her small arms couldn’t hold that position. To solve this, we rigged a mechanism on her back and shoulders, allowing the animator to adjust them frame by frame. The result was a natural, humanlike shrug that enhanced the performance, even though the effort behind it wouldn’t be immediately apparent.

Adeena> It was also a little tricky as they didn’t have fingers! This was a character design decision that ended up not really being as restrictive as we thought it might be, however. If anything, I think it makes them more charming.

LBB> The campaign emphasizes an emotional connection. How did you approach animation and character movement to convey warmth and relatability?

Andy> It’s really important to us that each character’s performance feels authentic and fully realised. That’s why we often film ourselves acting out each character’s scenes, which we then provide to the animators to help guide their sense of timing. These reference videos often reveal additional details and nuances that we can incorporate into the animated performance, adding even more depth to the character.

Adeena> The facial expressions were really important too; we went down the 2D route so we could get out all of the little nuanced expressions we needed for the performances. We also added fabric texture so that they would feel very natural on the characters faces and not distract.

LBB> Given that the campaign champions sustainability, were there any eco-conscious choices made in the production process?

Andy> Both the sets and characters were carefully covered in wool to create that cosy, inviting atmosphere. By using a natural material like this, we were able to avoid less environmentally friendly model-making materials such as polystyrene, epoxy resins, and plastic. While some fabrics were new, we also sourced a lot of secondhand clothing from charity shops. At the end of the project, anything still in good condition was re-donated.

LBB> Looking back, what aspects of this project are you most proud of, and how do you think it stands out in the world of public service advertising?

Andy> We had the choice between crafting our fabric world from felt or wool. Since felted worlds are such a staple in stop motion, we wanted to break away from the norm and create something unique, so we opted for wool. While it was a bit more challenging to work with and less cost effective than felt, the end result was absolutely worth it.

Adeena> I think it’s very unique looking; everything was beautifully made by our incredible team, and seeing it all come together made me feel incredibly proud. This really was a special one to work on, and I’m thrilled with the outcome.

LBB> What do you hope will be the long-term impact of this campaign on public perception and adoption of heat pumps?

Sam & Paul> We hope that this campaign will increase heat pump adoption, as it’s a critical part of the government’s strategy to get the country to achieve net zero. We believe that a radiator (powered by a heat pump), can change the world!