From urban sprawl to front crawl: E.ON captures ‘heat from thin air’ to re-imagine city streets with sustainably-heated swimming pools

City streets transformed into a swimming pool, sustainably heated by air source heat pumps; these things come together in a new film created by energy provider E.ON designed to show off the amazing things that can be achieved with energy.

As part of E.ON’s commitment to providing new and more sustainable, solutions for customers, the energy brand is challenging outdated observations about the role energy plays in our everyday lives with its new film, entitled ‘The Big Dip’.

Set among city streets, the film illustrates the potential of innovative energy solutions such as air source heat pumps, smart homes or solar and battery storage – at a community level or city-wide scale – all powered entirely by more sustainable sources.

In an imagined world without cars on the roads, Big Dip shows how a city’s streets can be repurposed as pools, with swimmers in place of cars and vans wading through the water – heated in this film by E.ON’s air source heat pump technology which need only a small power requirement to provide heat demands.

As part of the film production process, Barcelona’s 1992 Olympic swimming pool – all 2.5 million litres of it – was warmed using the air source heat pump technology.

Belinda Moore, Director of Marketing and Communications at E.ON UK, said: “The Big Dip is an ambitious look at the potential scale of energy solutions in the UK beyond. We’ve used our air source heat pump technology to heat an Olympic-sized outdoor swimming pool but then made it look like we’ve flooded an entire city street. It mirrors the bold and pioneering approach that we want to bring to our customers’ lives by offering exciting new ways of engaging with energy – creating smarter homes, more sustainable solutions or simply better supporting their individual energy needs.

“Heat pumps are the focus of this film but this conversation is about so much more in reality – it’s about doing amazing things with energy – things like electric vehicles that will help make low carbon transport a reality, growing solar and battery technologies so our homes and business can capture renewable energy and store it ready for use when we need it, or more simply providing high-efficiency boilers so customers can keep their homes warm and comfortable in a cost-effective way.

“In the same way as we’ve transformed our company over the last couple of years, becoming known for more than gas and electricity supplies, we’re working to transform our brand to truly represent the help we can give our customers today and in the future.”

The new campaign provides a platform to showcase E.ON’s range of innovative sustainable solutions – whether for homes, housing providers or businesses across the UK.

The Big Dip is part of E.ON’s new UK brand position which reflects its desire to deliver innovative solutions to customers and across communities – new technologies such as heat pumps, solar and battery storage for homes and business, electric vehicle charging and smart homes systems.

Creative concept was developed by Engine with media planning and buying by Vizeum UK.

Simon Peck, Group Managing Director of Engine UK, said: “It is such a privilege to work with a brand and marketing team so committed to changing the rules of the market.”

The film was shot by Scott Lyon from Outsider, whose previous work includes the “In pursuit of greatness” for Wimbledon and “Over the Rainbow” for Honda.

It will launch in early March through TV, Cinema, with OOH optimised using EE data to define hotspots for the placement of panels for increased relevancy. This will be supported by an extensive digital and social plan using a combination of high impact and cross device units to create awareness at scale of the videos, showing both new and existing customers that E.ON is more than just a electricity provider.

The campaign is due to launch in the likes of Ant and Dec’s Saturday Night Takeaway, Dancing On Ice: The Final, as well as drama’s such as Marcella, and Homeland.

Activity will be extended through Oath that will support and maintain the impact of the Big Dip throughout the summer months and explore the campaign themes in more detail.

For behind the scenes footage around the creation of ‘Big Dip’ and E.ON’s range of energy solutions for homes and businesses visit or search ”E.ON heating”.


Full Credits:

Client: E.ON

Agency: Engine (WCRS, PAA, Trailer Park)

Executive Creative Director:  Ross Neil

Creatives: Rosanna Walker, Chris da Roza

Agency Producer: Joseph Pawsey

Assistant producer: Camilla Hempleman-Adams

Account Handling: Polly Jones, Rowena Vithlani, Lizzie Robson, Albert Ponnelle, Hugh Phillips

Planning: John Crowther, Katherine Morris

Project Director: Liz Boothby

Digital Project Director: Christophe Taddei

Agency Designers: Guy Sexty, Jacinto Caetano, Abbi Chard, Darren ODonoghue, Stephanie Reeves & Cristina Carion

Director of Technology: Dino Burbidge

Media Agency: Vizeum

Production Company: Outsider

Director: Scott Lyon

Producer: Zeno Campbell

Editor: Art Jones – Work

Sound Design: Sam Ashwell, Mark Hellaby

Post-Production: ETC

Music composers: Dave McEwan, James Turner

Photographer: Garry Simpson

Retouching: Stanley’s Post