Jessie Ware and Clara Amfo Sing Their Way to Wembley in OVO Campaign

OVO has launched a new campaign starring chart-topping musician Jessie Ware and broadcast personality Clara Amfo to bring to life the benefits of new customer rewards programme OVO Beyond.  

The campaign features the two music icons singing along to Jessie’s songs and chatting about all things life and sustainability on their journey in an electric vehicle to the OVO Arena Wembley for an intimate gig exclusively for OVO Beyond customers. 

Created in partnership with OVO, The Romans, and Globe, Universal Music UK’s brand partnership division, the campaign aims to bring to life the benefits of OVO’s new customer rewards programme OVO Beyond, which rewards people for making sustainable choices, including music-based perks.

The campaign was launched following research by OVO that found more than half of Brits (53%) feel inspired by musicians to make more sustainable choices in their everyday lives. Almost seven in 10 (68%) like that musicians are making an effort to educate their fans on climate change and four in five (83%) think that music has the power to unite people and effect change. However, the research also uncovered that there are still several common barriers to the adoption of more sustainable habits, including lack of incentives or rewards (21%), and confusion over where to start making changes (18%).

OVO’s mission to reward greener behaviours through music formed the inspiration behind the short film, in which the two friends can be seen having an open and honest chat about their own sustainability journeys, peppered with some sing-alongs and jokes.  

Rewards available through OVO Beyond include access to music events and competitions through OVO Live, from intimate gigs to pre-sale and exclusive premium ticket access, as well as VIP lounges and experiences at OVO Arena Wembley, OVO Hydro Glasgow and The O2 arena. 

James Watts, OVO’s head of brand sponsorship and experiential said, “Music has the power to bring people together, and it can be a hugely important tool for helping inspire positive action for the planet. At the core of OVO’s music strategy is rewarding those who really go above and beyond to do their bit. We hope this campaign provides an example of the sort of rewards that are on offer through Beyond and OVO Live, and we're thrilled to work with two incredible music industry figures and one iconic arena to help bring it to life. The gig truly was an unforgettable night for everyone who attended.”

Scarlet Pughe, creative at The Romans said, “We wanted to inspire OVO customers to make small, meaningful changes by embracing their inner ‘sustainable hun’. And who better than two legends like Jessie Ware and Clara Amfo to help make it happen? We were excited to show just how powerful music can be in driving change.”