Following privatisation, British Gas was pronounced Britain’s most popular brand. Twenty years later it was just another energy company, losing 40,000 accounts every month. This is the story of how a communications idea drew on a once-great brand’s past and future, to give it purpose and pride, and most importantly, return it to growth. The idea was ‘Looking after your world’, an animated multi-platform campaign rendering consumers’ homes on individual planets, displaying the new ways British Gas could look after Britain’s homes. It generated £82.7m profit from £45.5m investment, giving a profit payback of £1.82 for every marketing £1 invested. It also galvanised necessary organisational change, leaving the business ready to face the future with confidence