Client: ENGIE
Agency: Cheil Centrade
Project: Friendly future creators
The pitch brief
ENGIE wanted a new platform which would encompass all its energetic products: electricity, heating and green solutions. But, all had to be alligned to the global promise of ENGIE: a Net Zero Carbon target by 2045.
The pitch winning idea:
Friendly future creators
The new brand campaign is a natural continuation of the previous platform and represents, in addition, a transposition of the Group's #Let's act together platform, encouraging Romanians to use energy mindfully.
The creative concept is inspired by the stories of ordinary people who, through their choices and behaviors, make the future friendly. Their stories are presented in different cinematic genres and brought to the small and big screens by ENGIE. The brand spot highlights the green products and solutions offered by ENGIE Romania in support of these actions and gives people the role of protagonists in the best case scenario: a friendly future.
Developing the creative wasn't an easy feat, as the services and products were very specific and posed many barriers along implementation.
Equity
Firstly, the federative TVC had to encompass all the services and products offered by ENGIE across the year and allow cutting for any format.
Ampero Verde
We extracted the Ampero Verde - the pack with green electrical energy - vignette from the equity TVC to function well also for the biggest NCP of the year.
The genre of the vignette was: action movie. Where each member of the family is determined to act now and save the planet by using energy from renewable sources only, like Ampero Verde.
Thermo Plus
Thermo Plus is the most standard pack for heating and also had to allued to mindful consumption, while making sure we addressed: central heating, heated flooring and smart thermostats.
Here the genre was: rom-com. About a new love with new values.
Sustainability outro
And finally, the brand wanted to leave viewers with a happy-end: the small responsible gesture that can save the world - turning off the lights. A metaphor put in action by the characters in the TVC as they were leaving the set.
