2nd phase of the EDP Renováveis campaign
Nature has an appointment with People The time has come when the Portuguese are able to subscribe shares of EDP Renováveis. And because this phase depends upon the action of people, the PSO campaign takes on a humanized tone, though without being disassociated from nature as the principal matrix. Amounting to a “rewind” version of the preceding phase – in which the birth of new company EDP Renováveis was made known – the “Power” campaign transforms the journey by 360 degrees, in the direction of a nature-city. Now that people know what EDP Renováveis can do for the environment, it is nature’s turn to have an encounter with man – and this encounter is materialized through the subscription of shares of EDP Renováveis. Through this operation, all the Portuguese will be able to be a little bit like “owners” of sources of energy that are 100% clean and renewable, namely, the wind, the sun and the sea. The original song “Spinning Around,” by Paulo Gomo is continued, and the message is, in this phase, more direct and incisive.The animals that previously were featured in the campaign’s images on billboards, in ATM’s and on the internet, now give way to men and women of different ages and lifestyles, engaging in various hobbies and sports (from a middle-aged executive who goes walking on the plains of the Alentejo on weekends to the young man engaging in mountain biking on the cliffs of Cabo da Roca, and the girl who kite-surfs out on the coast of Cabo Verde). These are people and scenarios that reflect the variety of the potential targets for this campaign.