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
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.