Eurobest
The Invisible Giant's Footprint
DLV BBDO, Milan / E.ON ITALY / 2022
Overview
Entries
Credits
OVERVIEW
Background
E.ON, one of Europe's major energy companies, asked us to make people aware of their impact on the environment, encouraging energy transition and the use of sustainable solutions.
In Italy alone, each person produces an average of 7 tons of CO2* per year.
But CO2 is invisible, and people struggle to understand the real size of their impact on the Planet.
Idea
During the night, we created a 23-metre human footprint made entirely by hand on the beach of Termoli, in Southern Italy. People woke up with this surprise: the mark that a 7-ton giant would leave. We calculated its size using a simple proportion: if the foot of a man 1.80 m tall is 26 cm long, the foot of a 7-ton giant must be 23 m.
The Giant’s Footprint was the starting point for a 360-degree communication project, both ATL and Digital, which involved famous influencers who amplified the news with their fan base.
Strategy
We each have a huge impact on the environment. But it’s an impact that no one knows about.
For this campaign we started with a statistic from ISTAT (the Italian National Institute of Statistics): every Italian produces an average of 7 tons of CO2 per year.
It’s a huge amount and we’ve made it impossible to ignore, to convince people it’s time for environmental action.
Execution
During the night, we created a 23-metre human footprint made entirely by hand on the beach of Termoli, in Southern Italy. People woke up with this surprise: the mark that a 7-ton giant would leave. We calculated its size using a simple proportion: if the foot of a man 1.80 m tall is 26 cm long, the foot of a 7-ton giant must be 23 m.
The Giant’s Footprint was the starting point for a 360-degree communication project, both ATL and Digital, which involved famous influencers and creators who amplified the news with their fan base.
Outcome
157 million impressions, 68 million views, +16% Website Traffic, +33% Instore Traffic,
+26% E.ON App downloads. Over 27k customers took the Green Test to find out their actual Carbon Footprint, based on their real consumption, and started reducing it thanks to E.ON's green solutions.
