In pictures: British Gas gives Energy Performance at Westfield

Agency Because created an activation for energy company British Gas at Westfield shopping centre in Stratford, east London, to highlight the brand's Generation Green initiative.


The four-day, dance-themed event gave members of the public the chance to dance on a Pavegen tiled dance floor, which measured the amount of power they created and was displayed on nearby monitors. The energy created was used to light up an energy totem pole, which triggered a camera and photographed participants.

Because worked in collaboration with Kaper PR and the National Schools Partnership as part of the activation, which sits within the wider Generation Green initiative, an education programme run by British Gas to provide school children, teachers and families with equipment and knowledge to save energy.

The event also featured the final of a nationwide schools' competition, with six shortlisted UK schools competing to win up to £150,000 worth of British Gas energy makeovers. The prizes were awarded to the three schools that generated the most energy, with bonus points awarded by Jordan and Perri from Britain’s Got Talent winning dance troupe Diversity.

Visitors entered the Energy Performance activation via a timeline path paved with panels detailing energy milestones, which then led to an ‘Energy Pledge Tree’ where people could commit to sustainable practices by writing down their energy-saving promise.

Specially-designed ‘pods’ allowed visitors to learn more about Generation Green and a giant ‘grass’ chair with life-sized Jordan and Perri cut-outs provided a ‘selfie’ photo opportunity.

The activation also included performances by local community groups, as well the opportunity for visitors to try out and be photographed on the Pavegen dance floor. All dancers were presented with a free, branded photograph of themselves in action.

Sharon Richey, chief executive at Because, said: "The Generation Green initiative is a major commitment by British Gas to educate the next generation of energy consumers and a really important project. The Energy Performance activation created an imaginative and fun environment that all ages could enjoy. We’re thrilled that so many visitors to Westfield were prompted to think about green energy while having fun at the same time."

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