Through an ongoing social programme, Moe demonstrated how islanders could save up to £300 per year through small behavioural shifts. Designed to engage first and educate second.
Jersey Electricity
Jersey Electricity wanted a new way to communicate energy savings. Instead of statistics, we introduced Moe, a 3D AI sloth brand ambassador designed to make saving feel achievable. By personifying practical advice, we repositioned the brand from authority figure to supportive partner.
Through an ongoing social programme, Moe demonstrated how islanders could save up to £300 per year through small behavioural shifts. Designed to engage first and educate second.
We used AI to help build and expand Moe’s world. This meant we could respond to real-time conversations around energy use, keep the campaign fresh, and scale output efficiently, all while maintaining the quality and consistency of the 3D character.
Moe didn’t live only on social. He extended into high-impact point of sale material, community activations featuring a physical mascot, and a grassroots colouring competition, embedding the character into island life. From digital impressions to real-world interaction, the narrative travelled consistently across channels.
Video Credit: Slingshot Films
We challenged the idea that energy saving has to be serious to be taken seriously.
Three years on, Moe remains at the heart of Jersey Electricity’s energy-saving communications, delivering lasting impact, not just short-term attention.
