Advancing Net Zero progress with Equity Energies.
Creative B2B campaign development | Video production | Content development | Media relations
235
Backlinks to campaign page
240+
Pieces of earned media
x3
Award shortlists
Brief
Following its acquisition by FTSE-100 listed DCC plc and subsequent relaunch in 2024, Equity Energies entered a crowded Net Zero market as a new challenger brand. Our brief was to develop a bold, creative B2B campaign that would build brand awareness, establish authority, and bring its mission to life in a way that felt human, accessible, and motivating. Crucially, the campaign needed to drive engagement and position Net Zero from a complex obligation into an achievable, collective opportunity.
Idea
Woosah created Carbon Admissions, a provocative yet positive campaign designed to reframe the Net Zero conversation. Our insights revealed a growing sense of “analysis paralysis” among organisations – driven by uncertainty, fear of scrutiny, and pressure to have all the answers. This was slowing progress at a critical moment on the road to 2050.
The campaign flipped this narrative, positioning honesty and openness as the catalyst for action. It enocuraged organisations and those tasked with Net Zero to admit what they don’t know about their Net Zero journey, with the message that progress matters more than perfection. This was brought to life through a research-led impact report, real-world video storytelling featuring industry voices sharing their own “admissions”, and endorsement from respected sector figures to build credibility and momentum.
Impact
Carbon Admissions cut through a complex and crowded sustainability landscape with a fresh, human perspective. The campaign generated strong engagement across media, industry stakeholders and LinkedIn, while positioning Equity Energies as a confident and credible voice in the Net Zero transformation.
Beyond awareness, it sparked genuine industry conversation and repositioned the brand as a challenger with authority and empathy. The success of the campaign established it as an ongoing flagship platform for Equity Energies, supporting continued growth in visibility, engagement and brand trust.
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