(Campaign was aired after I left Havas. Nevertheless I was the planner during the pitch)

The Brand: ADENE, the Portuguese Agency for Energy, whose mission is to promote and carry out activities of public interest in the field of energy (in particular energy efficiency).

The Campaign: A national awareness campaign to promote the benefits of the Energy Certificate among the Portuguese population.

Brand Challenge: As a public institution, the brand itself (ADENE) is not known by the Portuguese people. Nevertheless, as it is a nonprofit company, there wasn't any particular need to amplify the brand's name. The goal was clear: alert people for the need to ask (and pay) for an Energy Certificate which could consequently enhance the energy efficiency of their houses, if they intended to do the necessary changes.

Strategic Approach: Nobody knows much about Energy Certificates. As records of energy efficiency, these certificates guarantee the energy level of a house (in a scale from A to G), and identify the needs for investment in order to increase an household's efficiency. 

As they are mandatory when selling/renting real estate properties, the approach had to be focused on the potential people that would consider paying for this certificate as a means to increase their quality of life. If people want to be the best (an A) on everything in their lives, why should their house be any different?

Creative Concept: "When you certify it, You're valuing it"

Credits

CEO: Pedro Graça
Creative Lead: Paulo Pinto
Account Manager: Sérgio Resende
Design Lead: Alexandre Mendes
Head of Strategy: Fábio Silveira
Strategic Planner: Telmo Esteves