Breaking with category conventions

Powerpeers, Vattenfall’s little sister, has gone through a big change from a traditional to a dynamic energy supplier. Entering this young category with new products meant it needed a fresh brand to reintroduce itself to the world.

The challenge? Most people don’t really care about energy. They simply don’t want to spend too much time or money worrying about their energy supplier. Especially when it comes to dynamic energy, which is often perceived as complex and insecure.  A perception fueled by innovative startups in the category, speaking only to energy enthusiasts in technical language. 

In reality dynamic energy is something everyone can profit from without investing more time and money. But how do you engage people who in the first place don’t even really care? 

By breaking category conventions. No jargon, no complexity, no buzzwords. Making it stupid simple and.. fun!

So, instead of centering our story around solar panels, washing machines or jolly mechanics we took word word ‘dynamic’ quite literally. Drawing inspiration from something familiar for everyone: sports, dance, and movement resulting in a playful and bold campaign aimed to spark curiosity and bring dynamic energy to a whole new audience.