Agency: Euro RSCG/ Feel Films
Client: EDF Energy
Ordinary faces with an amazing past…
EDF Energy has launched a major multi-media advertising campaign, utilising the leading energy company’s sponsorship of the London 2012 Olympic and Paralympic Games for the first time in its national TV advertising.
The new campaign comprises a 40 second, two 30 second and two 10 second TV commercials, as well as a suite of radio and digital activity, featuring both London 2012 hopefuls and former champions.
The creative concept is based around the notion that sport has the power to unite and inspire people to want to fight for a better future. The creative juxtaposes the personal challenge athletes face when preparing for and competing in the Olympic and Paralympic Games with the challenge that individuals face in the race against climate change.
Each execution emphasises EDF Energy's role as the first sustainability partner of London 2012 and will include a call to action for consumers to join the EDF Energy 2012 Carbon Challenge at savetodaysavetomorrow.com, where they can take the first step towards saving energy-related CO2 and reducing bills.
The new suite of ads marks the second phase of this year's “It’s Not Easy Being Green” marketing activity. The creative execution of the TV ad has been developed by Euro RSCG and the ad directed by award-winning director Benito.
Brand Director at EDF Energy, Martin Stead, said, “EDF Energy is using sport as a catalyst for change, motivating people to join with us and take action in the fight against climate change.
“At the heart of our campaign is our 2012 Carbon Challenge. We know it’s not easy being green but we are working with householders to give them all the tools they need to save energy and money and to guide them through this journey.
He added, “We’re inviting everyone to take part – they don’t even need to be a customer to receive our support in this challenge.”
The TV advert will be aired across 150 high profile terrestrial and multi–channel commercial stations including ITV1, Channel 4, Five, E4, SkyOne, Living and the Discovery Channel.