CDP pushes recycling theme for BNFL

BNFL is set to launch a pounds 5 million national campaign through CDP on 14 July. It aims to promote BNFL’s recycling work while demonstrating the company’s policy of openness with an invitation to the Sellafield visitors’ centre in Cumbria.

BNFL is set to launch a pounds 5 million national campaign through

CDP on 14 July. It aims to promote BNFL’s recycling work while

demonstrating the company’s policy of openness with an invitation to the

Sellafield visitors’ centre in Cumbria.



The spot uses the analogy of a matchstick to explain how BNFL recycles

used fuel. Futuristic images of explosions, ballerinas, colour spectrums

and rural scenes are accompanied by classical music, while male and

female voiceovers inform the viewer of the secrets of nuclear power.



’What kind of science can take a fuel, burn it, and turn the ashes back

into fuel to burn again?’ the voiceover asks. ’Just as a prism separates

light into its component colours, these people can do it with matter -

but their prism is a bubble 0.1mm thick.’ The science in question is the

making and recycling of nuclear fuel, the ad says, work which provides

thousands of skilled jobs. The ad concludes with an invitation to the

Sellafield visitors’ centre and the strapline: ’BNFL, where science

never sleeps.’



The 80-second ad and cut-down will be supported by national press ads

and posters on the London Underground, British Rail stations and along

Cromwell Road in London.



The film, shot on location at BNFL sites, was directed by Mike

Stephenson of the Paul Weiland Film Company. It was written by Indra

Sinha, an independent consultant who previously worked on the BNFL

account as CDP’s executive creative director. The spot was art directed

by Rob Kitchen, CDP’s head of art, and Adrian Kemsley, the executive

creative director. Media was handled by CDP Media.



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