50m+ reached through Thunderclap launch Fans queued for over two hours to experience the solar studio 20,000+ fans tuned in to view our collaborators record their track on Facebook Live 20,000 unique views and counting on the Guardian online who wrote a feature about the experience

, fans could step inside their beloved Kong Studio and be part of the Gorillaz world surrounded by recognisable memorabilia

During the day the studio was the ultimate Gorillaz fan experience.

The result of an epic collaboration between animated band Gorillaz and energy provider E.ON,

At the end of the tour, a limited edition Solar Collaboration EP was released by Warner Music featuring the best sun-powered tracks

E.ON engaged Slice and Engine to attract new younger consumers to E.ON through their solar product, but in a way that would excite and resonate with them.

The studio was the ultimate Gorillaz fan experience, allowing them to step inside the iconic Kong Studio and be part of the Gorillaz world surrounded by recognisable memorabilia. Using the power generated by E.ON solar PV panels, the Kong Studios activation came to life at night when it hosted a recording by up and coming local talent, streamed live on facebook.

, E.ON needed to make people feel like no energy company had made them feel before and this required a completely unprecedented approach

Although the innovative changes E.ON had made were crucial for its business, for millions of energy users across Europe they couldn’t have been less interesting. We knew that the brand had worthwhile stories to tell—smart, innovative products that were genuinely shaping a better future—but if the storyteller was a conventional energy company, delivering them through traditional channels, the spark died and interest waned.

Este proyecto en particular fue discutido y ejecutado durante un período de 6 meses.

The trippy film includes more than 1,000 dancing toys, giant tanks of illuminating squid, flashing UFOs and hundreds of light installations, set to the track We Got the Power from the new Gorillaz album Humanz.

Anthony Ainsworth, Global Head of Marketing at E.ON, commented: “Our collaboration with Gorillaz brings the possibilities of solar power and battery storage to life - using the sun’s energy as the driving force behind an incredibly creative and ambitious project. Gorillaz have always inspired audiences and artists with their bold and pioneering approach to sound and visuals and that’s exactly what this project was set up to showcase.  “The partnership highlights the potential for solar power to help deliver more sustainable results without compromising on performance. This is all part of our ambition for E.ON to offer our customers smarter, more sustainable solutions that support their individual energy needs and to be a business at the heart of a new energy world.”

The campaign also includes the creation of the E.ON Kong Solar Studio, which will be launched on 10 June at the Demon Dayz Festival in Margate.

The video (below) was created by Engine, WCRS, Partners Andrews Aldridge, Mischief and Slice, and was produced by independent agency Blinkink.

Leveraging its position as one of Europe’s leading energy providers and marking its recent entrance into the UK’s solar market, E.ON has teamed up with virtual music band, Gorillaz, to launch a new solar-powered music studio that aims to offer a sustainable creative space for collaborative music projects.

“Energy is changing, people have much more choice about where it comes from and how they use it. This is us being a purpose-led brand and showing we strive for new developments in energy, whether that’s solar or electric vehicle charging,” she tells Marketing Week.

E.ON’s global head of brand and customer communications, Emma Inston, says the strategy had to evolve due to “changing consumer needs” and because it is keen to adopt a “leadership position” when it comes to renewable energy solutions.

E.ON launches new marketing strategy in bid to become purpose-led brand

About the film Agency: Engine (WCRS, Partners Andrews Aldridge, Mischief and Slice) Executive Creative Director: Billy Faithfull Creatives: Chris Lapham & Aaron McGurk Executive Producer: Bradley Woodus Client Managing Director: Polly Jones Account Director: Albert Ponnelle Account Manager: Cat Melville Strategy Director: John Crowther Senior Strategist: Matthias Gray Solar Studio Producer: Beth Ward Head of Influence: Lucy Hart Senior Project Manager: Amy Dick Production Company: Blinkink Director: Noah Harris Executive Producer: Bart Yates Producer: Ewen Brown Production Manager: Lucy Jones DOP: Patrick Mellor Art Director: Drogo Michie Prop Man: Lloyd Vincent Model Makers & sfx: Asylum Art Dept: Kate McConnell Editor: Max Windows BTS: Sam Davis BTS: Tom Gilfillan Post Production: Nineteen Twenty Grade: Free Folk Colourist: Duncan Russell Music: Gorillaz Sound Design: Tony Rapaccioli

This Spot Featuring Gorillaz Is Like a Burning Man for Toys Ad Promoting Eon Solar Energy Depicts an Epic Desert Party

We Got the Power becomes a film full of quirks, laugh-out-loud scenes and immaculate in-scene filming that sure makes us wish we could throw equally groovy shapes on the dancefloor - we see you, flawless spinning dolls and booty-shaking bear.

An epic new film by E.ON is a solar-powered miniature doll

grows in scale to a Vegas-

the short film is a feat of prop coordination, timing and in-camera filmmaking.

E.ON and Gorillaz Collaborate to Create Solar Powered Miniature Doll Showcase Extravaganza

As one of the big six energy companies, E.ON faces the challenge of marketing its business and brand in a category that many consumers are at best ambivalent about and at worst actively dislike.

El estudio se fue de gira con Gorillaz por el Reino Unido, Alemania y Hungría, mientras que Guardian Labs en el Reino Unido, MusikExpress en Alemania y Stenk en Hungría documentaron la campaña

As an energy provider, this strategy might be scoffed at by some as idealistic, but to give due credit the brand putting its money where its marketing is

“There is an increasing number of people not just interested in innovative energy solutions like battery and solar panels but ready to engage with an energy company in a different way,” Emma Inston, E.ON's global head of brand and customer communications, told The Drum.

ver 82k+ people streamed the tracks created on SoundCloud.

impressive given it was 2am!

Fans queued for over 2-hours to see the studio and 20k+ people watched the music recordings live on Facebook

Reaching over 59m people with over 82.6m views, our film catapulted E.ON into popular culture. This resulted in a huge lift in brand (141%) and creative (97%) interest in the UK, with even higher spikes in other markets. The campaign has also picked up a raft of awards, including three DMAs and top prizes at the D&ADs, Webby’s and The Drum Awards.