Second by second - Redhouse Lane Communications

National Grid: Second by second

How National Grid made the technical accessible

Challenge

Forecasting energy demand is one of NationalGrid’s most valuable services. Without it, we’d be in constant danger of blackouts.But explaining why that is can be almost as difficult as the forecastingitself. National Grid wanted to help staff, press andthe public to appreciate the importance of its operations, by explaining demandforecasting in an entertaining and memorable way.

Our response

Film is eye-catching and can communicate complex ideas ina short space of time, making it the natural medium for the job.

We approached the subject from an angle most people wouldfind familiar – people’s energy use during the Rugby World Cup – and introducedhumour to make the message entertaining and memorable.

Familiar images are intercut with:

beautiful, sweeping crane shots of NationalGrid’s futuristic control room
animation showing peaks and troughs in energydemand throughout a typical match day
personal interviews with National Grid experts.

Result

All the elements of the film combine to explain succinctlywhat demand forecasting is, how it’s done, and how it affects viewers’ everydaylives. It was exactly the kind of flexible, high-impact communication toolNational Grid needed.