Greener films

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Greener films

• There is a growing audience for green content.
• From cinema and television, we can look to the
  success of Inconvenient Truth, The Age of Stupid
  and Its Not Easy Being Green. Not forgetting Tom
  and Barbara.
• From our own work, we know the audience is
  strong and growing.
• Here is a review of a series of online films we
  made for Good Energy about renewable power.

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Power From The PeopleA review of the Good
Energy films, on and off screen
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Power From The People

• 4 x short films for Good Energy

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The client

• Good Energy is Britains only 100 renewable
  electricity supplier.
• They help people and businesses like Howies,
  Innocent Drinks and Friends Of The Earth - reduce
  their impact on climate change by reducing their
  carbon dioxide emissions.
• All the electricity Good Energy supplies comes
  from wind, hydro and solar power generators
  across Britain.
• The generators are either small or medium sized
  sites and many are the result of diversification
  from areas such as farming and other family
  businesses.

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The brief

• In Spring 2007 Good Energy asked Footprint to
  make a series of films for online and DVD, to
  show how their customers are generating their own
  power at home, at work and in the community.
• The brief was to show the steps you have to take
  when you switch to micro-generation, from
  choosing the right technology, getting planning
  permission, securing a grant to finding the right
  installer.
• Good Energy wanted the films to inspire more
  people to convert to renewable energy, by being
  clear, informative and honest.

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The creative brief

• Both Footprint and Good Energy like to keep the
  number of face to face meetings to a minimum, to
  keep travel to a minimum.
• We agreed the creative brief after one meeting
  with the Chief Exec and the marketing team.
• Together we answered six simple questions
• Why are we making these films?
• What do we want them to say?
• Who will watch them?
• Why will they believe them?
• What style and tone will we use?
• How will the films be distributed?

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Development

• We decided to use a traditional documentary style
  for the photography and the structure of the
  films, to tell real, believable stories.
• Footprint worked with Good Energy to select four
  very different characters for each film men,
  women and families, in both rural and urban
  locations, using wind and solar technology.
• We looked for the right case study and character
  to bring each storyline to life planning,
  funding, installation and design.
• All the research was done via email or over the
  phone.

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Storylines

• We follow each character for one day, to get a
  sense of who they are and how they live.
• Mixed with this day-in-the-life filming, we
  interviewed each character to hear their story of
  switching to generating their own power.
• We interviewed the key people who helped out
  planning officers, installers and architects.
• And to widen the stories out we interviewed two
  industry experts the Energy Saving Trust and
  Good Energys Chief Exec Juliet Davenport. Juliet
  spoke only about the issues, not Good Energy.

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Filming

• Footprint did all the filming in four days.
• We used one day shoots for each film at two
  locations in London, one in Herefordshire and one
  in Somerset.
• We used a two-man team throughout one camera
  woman and one director.
• We worked from structures and script outlines we
  produced before filming began, so we could film
  with a real purpose and keep shot logging,
  digitizing and editing to a minimum.

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The edit

• Footprint set up a small viewing room at home in
  Bristol to shot log the tapes. This is it. Our
  home is powered by Good Energy.
• The tapes, shot logs and time codes were sent to
  the edit suite in Bath.
• Early versions of the films were put on private
  viewings on YouTube so, without having to travel
  to Bath, Footprint could follow the edit and make
  changes via email.
• The producer then moved into the edit suite for
  the later stages.
• Only one DVD copy was produced, which was shared
  between the production team and Good Energy.

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The launch

• The films were launched at the Good Energy
  Delabole Wind Fair in Summer 2007.
• The Wind Fair is a day to celebrate renewable
  energy and all things sustainable. Thousands of
  people go along each year.
• There are forums about generating electricity at
  home, local and organic food and drink, yoga,
  live music and a spectacular turbine
  illumination.
• The films were screened regularly throughout the
  2007 fair.
• Delabole Windfarm, which is owned by Good Energy,
  is the first commercial wind farm in the UK.

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Distribution

• The films were put on the Good Energy website.
• www.goodenergy.co.uk/how-to-go-100-green/generate-
  your-own/films/

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green.tv

• The films were then placed on green.tv, the
  broadband TV channel for environmental films.
• In the first two months they were watched by more
  than 100,000 people.
• www.green.tv.

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MySpace TV

• green.tv put one of the films on MySpace TV. The
  results delighted everyone.
• Green.tv wrote to Good Energys Chief Exec.
• We syndicated the 'Power from the People, Solar
  Power at Home' film to MySpace TV. It has since
  been viewed over 10,000 times and is one of our
  most popular films on the channel. The feedback
  and comments it is generating are also really
  positive. This is really good news and is
  hopefully driving some traffic your way.
• www.myspace.com/mygreentv

• one of our most popular films
• on the channel
• 11,731 views
• 86 rating
• 58 comments

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You Tube

• Next was You Tube.
• 34197 viewings
• five star ratings
• 27 comments
• uk.youtube.com/watch?vot_k4uWezBw

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Across the web

• The films are now hosted or featured editorially
  on over 20 websites across the web including
• Ecostreet
• Earthday
• Ethical Junction
• Earth Project
• Energy Research Project
• Ethical TV

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Viewer feedback

• ahhhhhh....finally a video that touches me in a
  positive way. My wife and I are
• considering an older (1910) farmhouse in Norfolk,
  Virginia USA and energy
• conservation is on our minds. Being right at sea
  level, a well for water is out,
• but the idea of solar generated electricity only
  makes sense after the time and
• energy well be spending on all the insulation
  areas. Thanks for the
• Information and a little nudge toward our next
  steps would be wonderful.
• Peace to you and yours.
• I would love to have this installed in my
  country, (Mexico). Do you think I can
• get somebody with experience to do it here? Or
  can install it myself with
• specific instructions?
• Don't give a rats eh? Energy prices are set to
  rise another 40 this autumn.
• UK electricity bill is going to leap from an
  average 1300 to 2600 virtually
• overnight. Still don't give a rats?
• Very interesting well produced video. Thanks.

• The films have generated hundreds of comments
  and conversations around the world.
• People have posted their thoughts on both the
  films and the subject matter.
• The number of hits and comments shows there is a
  real audience for green content.

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On DVD

• In Summer 2008, Good Energy released the films on
  DVD.
• The packaging for the DVD is printed using
  vegetable based inks on 100 post-consumer
  recycled board.

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CSR

• The films feature in Good Energys corporate
  social responsibility report for 2007, Living Our
  Values.
• The report says Communication with our
  customers is key to our business. The inaugural
  showing of our films on micro-generation was made
  at the Wind Fair the films can now be seen on
  our website.
• Footprint is committed to bringing CSR projects
  to life on screen, to show the positive economic,
  social and environmental change businesses and
  organisations are helping to bring about.

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Press

• Good Energy offers the highest paying reward for
  homes
• generating their own power
• October 6 2008
• From October, through their market leading Home
  Generation Scheme,
• Good Energy the UKs only 100 renewable
  electricity supplier - will
• pay customers generating their own electricity 10
  pence for every unit
• they produce. This is up from the 9 pence rate
  that has been running
• since last year, and is now the highest payback
  tariff of any supplier for
• total generation.
• Juliet Davenport, Chief Executive of Good Energy
  stated why the
• company is increasing the payback tariff on the
  scheme. Good Energy
• believes that climate change is the biggest
  challenge we face as a
• society. Currently, 30 of the UKs carbon
  emissions come from our
• homes, and this is where we need solutions.
• Home owners producing their own wind, solar and
  wood energy are

• The films are a useful resource for Good Energys
  press team.
• 12 months after they were produced Good Energy
  continues to refer journalists to the films on
  press releases about micro-generation.

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What Good Energy think

• We worked with Footprint because our first
  experience of them demonstrated their true
  professionalism. The team was charming and
  efficient and made it their duty to fully embrace
  a complex subject matter, understand it and
  communicate it concisely and in a interesting and
  inspiring way.
• A year on we are still delighted with the product
  and know that it has been highly effective at
  communicating our work and the important message
  of climate change. Finally Footprint respected
  our principles and made a real effort to keep the
  project as low carbon as possible - something we
  greatly appreciated.
• - Juliet Davenport, Good Energys Chief Exec.

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What Footprint think

• We love these films - they capture everything we
  want to bring to our work and our clients.
• We made the films in an environmentally sensitive
  way - they tell simple, clear stories - they work
  well as both good TV and good communication for
  the brand - and the films give a new layer to
  Good Energys website and many other sites
  online.
• Today they continue to play a part for Good
  Energy off screen at live events, press, DVDs
  and as part of Good Energys CSR programme.
  Theyve proved to be much more than just short
  films and were very proud of that.
• - Scott Jones, Founder, Footprint Television

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Contact
Scott Jones Creative Director 01275 331 322
07875 943 404 scott.jones_at_footprinttv.co.uk fo
otprinttv.co.uk