NESO - National Energy Systems Operator

Power Responsive is a stakeholder-led programme facilitated by NESO, the body responsible for planning and operating Great Britain's electricity system. The programme invited large industrial and commercial energy users to participate in Demand Side Flexibility (DSF) as part of the UK government's Clean Power 2030 initiative. Created with Three Years From Now in mind, the campaign strategy and creative execution supported a new Call to Industry helping shape Britain's energy future. TYFN led the strategic and creative development from concept through to delivery, including the campaign tagline "Flexibility is our hidden power." The creative challenge was threefold: building trust with sceptical industrial stakeholders, making a complex technical opportunity feel tangible, and inspiring genuine participation in flexibility programmes. Three video executions were produced moving from a national-level perspective to multi-sector coverage to a single-industry deep dive each designed to resonate with different audience segments. The campaign supported NESO's goal of unlocking new revenue streams for businesses while helping balance the grid during the transition to a predominantly zero-carbon power system. Strategic B2B communications at its most consequential: invisible infrastructure made visible, and complex policy translated into clear commercial advantage.