EDP takes inspiration from the sun for new global brand positioning campaign
“Believe in the Sun” is the motto of the new institutional campaign focused on the benefits solar energy garners for communities globally. The campaign will focus on key regions where EDP partners with corporate customers and local communities in their quest toward a NetZero future.
EDP se inspira en el sol para su nueva campaña global
EDP, a global player in the renewable energy sector, is launching a new institutional positioning campaign focusing on solar energy, one of the company's strategic priorities in its worldwide investments. In line with EDP's commitment to promoting a sustainable energy transition, this campaign highlights the strategic importance of solar energy as a driver of social and economic change in communities.
The campaign’s main pillar is an institutional film that reminds us that the sun is an inexhaustible source of energy and reinforces how harnessing it can bring tangible and significant benefits to families, businesses, and communities, ranging from savings on energy bills to the creation of new jobs and workforce training opportunities.
“The commitment to renewable energies is more than a commitment to the planet, it is a commitment to the social and economic sustainability of our communities. This new film addresses this concern of the EDP group as part of its commitment to the energy transition. Solar energy is the central theme of the first film in this campaign, a technology that makes it possible to generate a positive impact on communities, creating jobs, stimulating the local economy, guaranteeing affordable energy for all and contributing to a more sustainable future with less dependence on fossil fuels,” says Vera Pinto Pereira, EDP's executive board member.
15% of EDP's global portfolio is solar energy, and growing The company is bolstering its investment on this front in all four of its global regions - Europe, North America, South America, and Asia – focused on both utility-scale solar parks and in smaller, decentralized distributed generation solar arrays that allow companies, communities, and families to have direct access to clean energy. Continuing its leadership in innovative design an engineering, EDP also invests in solar projects utilizing cutting-edge technologies, including floating solar. 40% of the company's investment by 2026 will be allocated to deploying scalable and proven technologies that make it possible to harness solar energy more efficiently and effectively.
Utilizing the motto “Believe in the Sun”, the campaign represents the various markets where EDP invests in solar energy, demonstrating the global nature of the energy company, while at the same time celebrating its local partnerships with communities. Today's film debuts across global media groups including Bloomberg, the New York Times, and Forbes. With a strategic media plan tied closely to market trends, the campaign will have presence on digital and social networks in EDP's main markets (Portugal, Spain, Brazil, the United States of America, and Singapore). Furthermore, a webpage dedicated to the campaign is available at EDP’s corporate website, dedicated to highlighting case studies and stories from customers and communities demonstrating the materialization of benefits derived by switching to solar energy.
More than forty people were involved in developing, shooting, directing, and editing the film. Havas agency created the creative concept, and Bro Cinema produced and directed the campaign. Wavemaker was once again the media agency supporting EDP in all the markets where the campaign will run.
The campaign is available to access worldwide today at: https://www.youtube.com/watch?v=at5-8N1t5_s