Campaign Buried
Advertiser Waterstone's Booksellers
Brand Waterstone's

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Type Television

About CHI&Partners

In 2001 Clemmow Hornby Inge set out to change the rules and create a new model agency founded on producing Big Ideas for Ambitious Brands and then bringing them to life across all media. It worked.

CHI&Partners are now the UK’s leading independent full service agency. We offer fully integrated marketing solutions with a broad, eclectic mix of practitioners who develop media-neutral ideas and execute them in the most appropriate channels. It’s one seamless team of people who are both specialists and generalists - expert in their respective communication disciplines, but fluent in them all. Our specialisms cover everything from advertising to digital to direct to design to point of sale and media buying & planning - all under one roof.

At the heart of our success is a unique process designed to find those Big Ideas. We created it, developed it over time and it now forms the core of the agency and our manifesto for the future. In a nutshell: As people stop watching traditional advertising and start interacting with media, brand communications that fail to get consumer participation are increasingly wasted. This means our clients need big ideas for their brands that are so powerful, so entertaining, or so useful that people won’t skip past – in fact they will pass them on to others. This means understanding new consumer behaviours. It means going beyond engagement – to the facilitation of brand participation. To achieve this all communications disciplines need to work together, not in silos. The consumer is our partner, not our target. Instead of ‘advertising in’, it needs to be ‘product out’ – getting consumer participation with the brand at all touchpoints, and almost certainly these days putting digital at the heart of the communication. This is how we work at CHI&Partners. We don’t just advertise our clients’ brands – we get them talked about and interacted with - unleashing the power of participation.

Latest News

British Gas brings to life the Wonder of a Warm and Working Home in new Winter Campaign

  • Warm & Working campaign highlights the role that British Gas plays in keeping customers’ homes just as they like them
  • Evolution of the Planet Home creative


The British Gas Warm & Working campaign was launched today (Sunday 20th September) during ITV’s X Factor (London) and Downton Abbey (rest of UK) ad breaks.


As the nights draw in and the temperature drops, the spot follows an inquisitive explorer penguin called Wilbur who finds himself in a family home. Amazed by all that he sees – from a box on the wall featuring a mysterious blue flame (boiler), steamy hot water, to a lovely warm radiator – through him we experience the wonders of a warm and working home. As he continues his journey, we’re reminded of the role that British Gas plays in keeping our homes just as we like them.


Margaret Jobling, Director of Brand Marketing, British Gas, said: “Recently we launched our No Place Like Home campaign, which was developed based on the insight that home is our haven, and highlighted the fact that British Gas is dedicated to looking after British homes. Already we’re seeing a shift in people’s perceptions, with over half of those exposed to the campaign in the two weeks following launch saying that they feel better about British Gas as a result. We’ve also seen a strong impact on social media, with our #NoPlaceLikeHome activity contributing significantly to positive buzz.


“With winter approaching, the Warm & Working campaign explores some of the ways that British Gas is helping keep people’s homes warm and running smoothly – whether that’s by offering our boiler cover product, HomeCare; because we’ve installed a new, energy-efficient boiler; or because we’ve conducted a one-off boiler repair, which is a service we offer to everyone whether they’re a customer or not.”


Created by CHI&Partners, the Warm & Working campaign is an evolution of British Gas’ Planet Home brand creative, six years after its original conception.


Sarah Golding, CEO at CHI&Partners, said: “The Warm & Working campaign is a warmer, more customer-focused evolution of the Planet Home creative – demonstrating how much British Gas cares about helping its customers look after their homes.


“We’ve introduced Wilbur, our lovable explorer penguin character, whose journey of discovery reminds us of all the great services and products British Gas provides to keep homes warm and working.”


Warm & Working is a fully integrated, multi-channel campaign which features TV, radio, cinema, targeted digital, social media, out of home and direct marketing, in addition to amplification via a media partnership with Channel 4.

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