Agency: SJR Client: Drax Film: Inside a Cooling Tower
This film wanted to tackle the myth that cooling towers are industrial relics of the 1960s that emit polluting gases, and instead convey the message that the towers expel harmless water vapour and are energy-efficient. Part of Drax’s licence to operate relies on its reputation among policy makers and government, and the wider population that influences those two groups.
'Inside a Cooling Tower' shows what a cooling tower is and how it works in an atmospheric way.
The 'hero' film and the edited version for social media generated more than 300,000 views combined across Twitter, YouTube, Facebook and Instagram - Drax's previously videos typically amassed several hundred views each. It also helped Drax’s content to organically appear on page one of Google, when audiences were searching for cooling towers.
Even on Twitter – a platform typically hostile to energy companies – users were receptive to the video, sharing comments like “good video” and “excellent”.
Following the success, videos have now become a core part of Drax's external affairs strategy.
Judge's comment: "Clean, simply shot and put together. Perfectly paced"