EDP marks 50 years with four Portuguese ambassadors in new institutional campaign
In the year it marks 50 years of history, EDP launches a new institutional campaign that invites audiences to imagine what lies ahead. Under the theme “Imagine the next 50 years”, the campaign marks this symbolic milestone with a clear focus on the future.
To give a face to this message, EDP invited four Portuguese figures who stand out for their ability to imagine, create and project their talent beyond borders to play a central role in the main film: Carminho in music, Vhils in art, Aires Mateus in architecture, and Jéssica Silva in sport. All four share careers defined by dedication, reinvention and the ability to open new paths — in Portugal and internationally — values that reflect EDP’s own journey over five decades, from Portugal to the world.
By giving prominence to different ways of imagining, creating and transforming — across music, art, architecture and sport — the campaign draws a parallel between these individual journeys and EDP’s own evolution. It highlights how the ability to imagine, the courage to take risks and the determination to make things happen, supported by multidisciplinary teams of excellence, have been decisive over the past 50 years and will continue to be so in the future. The campaign is built on the idea that EDP’s 50th anniversary is not only a historical milestone, but also a new starting point.
By bringing together legacy, present-day relevance and ambition for the future, the campaign reinforces the company’s vision for the decades ahead: to continue innovating, leading the energy transition and developing solutions that respond to the challenges of an increasingly electrified, decarbonised and digital world.
Creating impact for the future
With 50 years of presence in Portugal, EDP has played an active role in the country’s development, from the electrification of the entire national territory and industrialisation to its pioneering investment in renewable energy — helping position Portugal as a European reference. This journey also includes continuous investment in more modern and resilient electricity networks, EDP’s role as one of the country’s largest employers, and its ongoing commitment to culture, innovation and social support.
With a consolidated global presence built over recent decades, EDP today stands as a global company playing an active role in accelerating the energy transition. Around 90% of its electricity generation is renewable, supported by more than 30 GW of installed capacity — enough energy to supply at least 18 million homes simultaneously. The company also operates around 400,000 kilometres of electricity networks, a distance greater than that between the Earth and the Moon.
Through this campaign, EDP invites employees, partners, customers and communities to join the celebration of its 50 years through a collective exercise of imagination and future-building, with the ambition of continuing to play a central role in a cleaner, more resilient and more inclusive energy system.
Watch the campaign film here:
https://www.youtube.com/watch?v=976V_WyUHxY
Watch the campaign making-of here:
https://www.youtube.com/watch?v=976V_WyUHxY
Technical information
- The campaign will be deployed across multiple media channels. In Portugal, it will have presence on TV, Digital, Out‑of‑Home (OOH) and Cinema.
- Duration: 4 weeks (starting on 21 April)
- Wavemaker – media agency
- HAVAS – creative agency
- BRO – production company
- The celebration of EDP’s 50th anniversary will be reflected in the company’s communications throughout the year, across several strategic moments.
Who are EDP’s ambassadors
Carminho
One of the Portuguese voices with the greatest international projection, Carminho has taken fado — one of the most emblematic expressions of Portugal’s cultural identity — to stages across several continents. Through music, language and emotion, she has been affirming Portuguese culture on a global scale.
Jéssica Silva
One of the leading figures in Portuguese women’s football, Jéssica Silva is the first Portuguese player to win the UEFA Women’s Champions League. Her international career has been marked by the affirmation of Portugal beyond national borders.
Aires Mateus
One of the foremost references in contemporary Portuguese architecture, with works recognised both in Portugal and internationally. He is the architect behind EDP’s headquarters — a project that brings together innovation, prestige and Portuguese architectural expression — and has received several awards throughout his career, including the Pessoa Prize in 2017.
Vhils
One of the most internationally recognised Portuguese artists, known for his sculpted wall portraits and large‑scale works displayed in cities around the world. Vhils brings a contemporary visual language born in Portugal to a global audience. His connection with EDP is reflected in the EDP Art Reef project, which brings together art, sustainability and innovation.
About EDP
EDP is a global leader in the energy sector, with operations across Europe, North America, South America and the Asia‑Pacific region. The company operates through four main platforms — Renewable Generation Assets, Networks, Customer Solutions and Global Energy Management — and relies on the talent of around 12,000 employees worldwide.
The Group is one of the world’s largest energy producers, with a distinctive global portfolio of onshore and offshore wind, solar and hydro assets, totalling around 30 GW of installed capacity. EDP continues to leverage this portfolio to accelerate the deployment of renewable technologies, including the hybridisation of renewable assets, energy storage and green hydrogen, while strengthening its network infrastructure — a key enabler of the energy transition.
EDP is proud to be one of the world’s greenest utilities, already generating more than 90% of its electricity from renewable sources. Its commitment to decarbonisation and to accelerating the energy transition is underpinned by the ambition to achieve carbon neutrality by 2040. This ambition will support the expansion of EDP’s renewable capacity, the reinforcement of its electricity networks, the empowerment of its customers and the strengthening of communities in the transition towards a more sustainable planet.