A new campaign from The Department for Energy Security and Net Zero (DESNZ) makes use of knitted stop-motion animation to encourage the nation to adopt heat pumps and apply for the Boiler Upgrade Scheme.

The campaign titled ‘Feel All Warm and Fuzzy Inside’ has been created with the help of M&C Saatchi UK. Through a series of real-life stories depicted through wool, the campaign invites the nation to feel that warm and fuzzy feeling by upgrading their heating.

The campaign aims to increase heat pump adoption and applications for the Boiler Upgrade Scheme, a £7,500 grant to help homes upgrade to a heat pump; a key step in the government’s clean energy mission.

A 30-second film directed by Adeena Grubb and Andy Biddle at Blinkink makes use of charming stop motion animation and real interviews with homeowners in England and Wales arranged through DESNZ’s partner, NESTA, to add an authentic voice to the campaign.

A series of knitted characters speak directly to audiences about their heating situations and the benefits they have experienced from making the switch. The knitted style evokes a warm feeling while the interviews give audiences the feeling of being invited into a friend's living room. The campaign aims to spotlight the benefits of heat pumps in a relatable and accessible way to remove worries about technicalities and share the multitude of personal and environmental benefits.

“Our research gave us two great insights about heat pump owners. They are overwhelmingly happy with their heat pump and want to talk about them. This campaign brilliantly captures that feel good factor and the urge to share it. By bringing the benefits of heat pumps to life this campaign will encourage many more people to get one,” says James Sorene, Director of Communications at the Department for Energy Security and Net Zero.

The campaign will run across TV, video-on-demand, out-of-home, radio, digital, social and direct mail channels, with media planning by Mindshare, media buying by Omnigov, and strategic partnerships supported by 23Red.

Speaking directly to homeowners in England and Wales who are eligible for the grant, the heart-warming knitted campaign reinforces the fuzzy benefits of better heating with charming real-world case studies.