On the back of some criticism in the media and a desire to show leadership and innovation the Electricity Authority (EA) wished to test the impact of animation as a means to better tell its complicated story about the complicated industry it overseas. The objectives were to help EA explain their role and the future of their work, position the organisation as an enabler for innovation, and explain EA’s purpose and priorities. Moxie worked with our animation partner Dusk to create a three minute-animation with broad-based appeal that could be used across EA’s channels and which would resonate with EA’s diverse audiences. Industry participants (the primary target audience) gave the animation an average rating of 4.2 out of five with 60% saying they better understood EA’s role after viewing. 44% of consumers surveyed were more likely to look for further information about EA’s work.