Fundación Renovables (Renewable Energy Foundation) has been working tenaciously for the last 10 years to raise awareness about the urgent need for a change in energy model following the basic guiding principles of savings, efficiency and renewable energy. In mid 2020 Viernes was called to participate in a public competition for a communications campaign to publicize the main proposals put forward in its reports Lessons Learned to Overcome the Crisis (“Lecciones aprendidas para salir de la crisis”) and The Energy-based Social Contract (“El Contrato Social de la Energía"). The premise was to empower society and make us aware of the active role we need to play in the energy transition.

Our starting point was the stimulating scenario of potential. We are facing the tremendous threat of climate change and the economic downturn associated with Covid-19 that has just begun. The need to put forward a now economic and energy model to move towards a 100% sustainable system is now clear as day.

Now is the time to generate new lifestyles and a new type of interaction, a new way of being in the world. But there is one thing that stands between potential and action, and that element is people. Change will come and it will come from the grassroots, from ordinary people, united. As consumers, customers and voters people hold enormous potential for exerting social pressure.

What is true is that the conditions for individual and group social transformation have never been better and we must seize this bright opportunity now that our horizons have been broadened and receptiveness has been brought to the fore. Now is the time to grow as a collective subject. A change in energy model with savings, efficiency and renewable energy as its driving principles is possible and necessary. All we need is that big push.

We wanted to create a campaign with the soul of the social movement that inspires people to connect with the change in model and step up the energy transition. And, amid this change in paradigm, shed light on the Fundación Renovables as the organization that is driving this new energy model as an important advocacy tool.

To create the campaign concept, we focused on two premises: making people aware of the need for their active role in the energy transition and energy self-supply as one of the keys to putting ourselves at the heart of the system. 

To build the campaign creativity, we looked towards nature. If we look at bioluminescent beings, if we observe fireflies, we find all of the elements we need to get our message across better, farther and wider. 

They are a perfect example of energy self-supply and perhaps also symbolize finding light in the darkness. With their permission, we used them as a narrative and visual resource to create the various pieces of the campaign. 

From there we went on to talk from ordinary people’s point of view to exemplify and generate public identification with the campaign. Visually, we took that festival of bioluminescent beings and put it together with shining people. All of them, each in their own context, are part of the change in energy model. Each and every one shining with their own light.