BP division’s communication flows with Mad River

Energy giant BP will issue an internal communications DVD film and supporting material, designed by Mad River, to its 400 business units worldwide from next week.

This is the latest tranche of a project for BP’s liquid petroleum gas division BPLPG that’s been worth around £100 000 in fees to the consultancy since January. Previous work has included print literature and exhibition design.

The documentary-style film communicates lessons learned while implementing a more customer-focused business model, says Laura Irvine, UK marketing manager with responsibility for the BPLPG division.

The Mad River design work follows guidelines developed by Landor Associates, she says, but generates more ‘personality’ relevant to BPLPG.

The design theme – inspired by BP’s brand values of ‘Green, innovation, performance and progressive’ – is manifested in the use of natural imagery, says Mad River creative director Simon Gater. The consultancy commissioned a producer and film crew to make the film and freelance 3D animator Matt Duffield to work on graphical overlays and titles.

Mad River, which won the original account after a three-way pitch, is now working on an image library that ‘will become the mainstay of supporting imagery and graphic devices for the BPLPG brand’, Gater says.