Energy provider Ovo is capitalising on the power of music in a new campaign starring chart-topping musician Jessie Ware and broadcast personality Clara Amfo.

The campaign, created in partnership with Ovo, The Romans, and Globe, Universal Music UK’s brand partnership division, follows the pair as they make their way to an intimate gig at the Ovo Arena Wembley. On the drive they discuss the power of making green choices and the benefits of the OvoBeyond rewards programme.

Born from the insight that half of Brits (53%) feel inspired by musicians to make more sustainable choices in their everyday lives, the campaign uses Ware and Amfo as aspirational figures within the industry who are striving to be more sustainable. As part of the Ovo Beyond rewards programme, customers get rewards for making more sustainable energy choices and this includes some music based perks.

Research from Ovo shows there are several common barriers to the adoption of more sustainable habits. These include the lack of incentives or rewards (21%), and confusion over where to start making changes (18%). The campaign tackles these barriers in the film, with the duo talking through some simple ways to make change.

The two friends engage in open and honest conversation about their sustainability journey on route to the gig, all the while showcasing their friendship with sing-alongs and jokes.

The spot is rounded off with a Jessie Ware gig, giving viewers an example of some of the benefits of Ovo Beyond. The programme includes access to music events and competitions through Ovo Live, from intimate gigs to pre-sale and exclusive premium ticket access, as well as VIP lounges and experiences at Ovo Arena Wembley, Ovo Hydro Glasgow and The O2 arena.

“Music has the power to bring people together, and it can be a hugely important tool for helping inspire positive action for the planet. At the core of OVO’s music strategy is rewarding those who really go above and beyond to do their bit.” says James Watts, Head of Brand Sponsorship and Experiential at Ovo.

He continues: “We hope this campaign provides an example of the sort of rewards that are on offer through Beyond and Ovo Live, and we're thrilled to work with two incredible music industry figures and one iconic arena to help bring it to life. The gig truly was an unforgettable night for everyone who attended.”

With Ware and Amfo as open and honest spokespeople the campaign capitalises on the cultural impact of music and its ability to make change. A strategy which helps Ovo to incentivise audiences to make more sustainable choices while reaping musical rewards.