World-wide brand movie. Translated into four languages: Portuguese, Spanish, English, Brazilian Portuguese.
EDP CHANGING
TOMORROW NOW
Global Brand Campaign
“Hope is no strategy. Getting things done moves us forward. Go on and change things for a better future. Future is the place where I want to live.”— Thomas Hammer
campaign site
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MY ROLE / Concept, Strategy, Art Direction
WHERE / Solid Dogma
TEAM / Pedro Pires, João Freitas, Ana Castanho
CAST / Carolina Piteira, Francisco Lufinha, Alexandre Farto aka Vhils
CLIENT / EDP
CTN // A NEW PURPOSE CHANGES EVERYTHING
Generating renewable energy from 20 countries, the energy company has the ambition to be 100% green by 2030 using wind, sun and water energy.
For this it was time for the brand to occupy a place of relevance in the change of behaviors that are capable of generating sustainable, economic and environmental impact, as well as strengthening its support and focus on the transformation of a greener, more inclusive, more collaborative world.
Generating renewable energy from 20 countries, the energy company has the ambition to be 100% green by 2030 using wind, sun and water energy.
For this it was time for the brand to occupy a place of relevance in the change of behaviors that are capable of generating sustainable, economic and environmental impact, as well as strengthening its support and focus on the transformation of a greener, more inclusive, more collaborative world.
“It's in our hands. You can only change the world if you can change yourself.”
CTN // A WORLDWIDE STRATEGY
Why communicate anything other than an intention, if everything else about brands and commodity products is already known?
The main challenge was to unify communication across different countries through a new purpose.
The strategy therefore focused on credibility through action, not purpose communication alone.
That’s the global EDP signature: Changing Tomorrow Now.
This is the first time the brand has launched a positioning matrix and new narrative simultaneously in all the countries where it operates, aligning brand purpose with consistent global execution.
If our mission is to influence, let's empower those who, today, are trying to do it.
Real people with real challenges, turning purpose into visible action.
CTN // THE VOICES OF EDP - THE AGENTS OF CHANGE
Using known activists as the main focus of communication made EDP’s ambitions as credible as its individual actions during the year.
Five different ways to spread the message of change. Five different projects.
With Francisco Lufinha crossing an ocean with just the force of the wind. With Vhils creating a new marine reef, reusing materials from deactivated thermoelectric plants. With the Surf For Tomorrow team preparing tomorrow's surf champions. Developing Solar Communities where energetic solidarity is the main unifying force. With Carolina Piteria using art to alert us of the necessity to change now.
Five different ways to spread the message of change. Five different projects.
With Francisco Lufinha crossing an ocean with just the force of the wind. With Vhils creating a new marine reef, reusing materials from deactivated thermoelectric plants. With the Surf For Tomorrow team preparing tomorrow's surf champions. Developing Solar Communities where energetic solidarity is the main unifying force. With Carolina Piteria using art to alert us of the necessity to change now.
CTN ATLANTIC MISSION - The project
47 days - 6,700 kilometer journey | Boat: 7.2-meter-long and 5.6-meter-wide trimaran | Route: Lisbon > Caribbean Island of Martinique
CTN ART REEF - The project
The 1st underwater exhibition in Portugal, created by Vhils | 1.250m2 exhibition area - 10m minimum depth | 13 works: 8 iron, 5 concrete | Albufeira - Algarve
CTN EXHIBITION - Visit the Virtual Exhibition
Out Of Time - Jan/2022 | The energies of wind, sun and water and their connection with time. | 22 pieces | Central Tejo EDP - Lisbon
Aditional Campaign Actions
CTN // EDP ATLANTIC MISSION // PUT YOUR NAME ON THE LUFINHA´S BOAT
The boat on which the sailor traveled alone to the Caribbean was full of the names of Portuguese citizens. To show their support for Francisco Lufinha in the most daring mission of his career, thousands of people registered their names on the EDP website. More than 3,000 adventurers. An ocean of people.
Aditional Campaign Actions
CTN // EDP ART REEF // UNDERWATER EXHIBITION
Before the submersion and until the 15th of April 2023, two of the pieces—Periscope and Prison—and a photo exhibition were on public display. This allowed everyone to grasp the scale and impact of this intervention, making the environmental message physically tangible before its final transformation underwater. As an action partner of EDP, we had the pleasure of developing the communication visuals that I am sharing with you here.
