Global use of solar energy has existed in advanced market economies for over 100 years. Yet more recently, its emergence into commercial industries has seen 90% of households in countries such as Israel and Cyprus using solar energy to heat water. In addition, 2012 saw the small, South Pacific island of Tokelau become the first nation to become 100% solar powered. Leveraging its position as one of Europe’s leading energy providers and marking its recent entrance into the UK’s solar market, E.ON has teamed up with virtual music band, Gorillaz, to launch a new solar-powered music studio that aims to offer a sustainable creative space for collaborative music projects.

The partnership also marks the band’s journey through the corporate landscape, with Jaguar Land Rover naming Gorillaz’ virtual guitarist, Noodle, as its global brand ambassador last year. The partnership also signifies a departure from the public ambiguity that contributed to the band’s disruptive success across its first three albums. Working with E.ON, Gorrilaz’ notorious Kong Studio, famed as the breeding ground for its multi-platinum albums, is to be renamed as the ‘E.ON Kong Solar Studio,’ offering burgeoning music artists the creative space to work using solar PV panels and battery storage as the principle power supply.

The campaign is brought to life with a new film, highlighting the power of the sun and featuring the song ‘We Got The Power’ from the band’s 2017 album, Humanz. The video, set in the desert, features over 1,000 dancing toys and a frenetic display of light and sound that aim to capture the capering nature of Gorillaz, as well as the developing potential for solar energy.

Yet the development of E.ON’s global brand positioning also contributes to the campaign. Working closely with global marketing services network, Engine, the energy provider’s social platforms and website are set to be redeveloped, pushing through dedicated content that aims to promote E.ON’s direction of innovative customer solutions. It’s new technology offering, known as ‘Solar and Storage,’ offers customers the ability to store solar energy, contributing to the wider use of cheap and clean energy.

The move is preceded by E.ON’s earlier partnership with Google, offering around seven million buildings in Germany the access to its ‘Sunroof’ platform, which allows individuals to gauge the capacity of a desired building for solar usage, aiding to a widespread migration to the renewable technology and contributing to an overhaul of the company’s digital communications outreach by teaming with Google systems.

Anthony Ainsworth, global head of marketing at E.ON, says, “Our collaboration with Gorillaz brings the possibilities of solar power and battery storage to life – using the sun’s energy as the driving force behind an incredibly creative and ambitious project. Gorillaz have always inspired audiences and artists with their bold and pioneering approach to sound and visuals and that’s exactly what this project was set up to showcase.”