Brands have been telling audiences how energy works in their lives. Now BBDO Nordics and E.ON have given energy the microphone. The campaign lets energy itself become the storyteller. I Am Energy turns an invisible utility into an emotional, cinematic character that reframes the role energy plays in people’s everyday lives and builds a rapport with people

The campaign, created by BBDO Nordics, represents a strategic shift in how E.ON articulates its role and purpose. By personifying energy and allowing it to express its own significance, the brand aims to create a more emotional, human understanding of everything energy makes possible – far beyond its functional presence in daily life.

“With I Am Energy we wanted to portray the world from energy’s point of view – to give it a voice and a personality,” stated Ulrika Wennerberg Norvenius, head of brand at E.ON Sweden. “It’s a way of showing how deeply energy shapes everyday life, without relying on technical language. By allowing energy to speak for itself, we found a clear and distinct creative expression. Our aim is for people to feel energy’s presence, not only grasp it intellectually. It’s a story about everything energy enables – and about E.ON’s role in making that possible.” 

Shot almost entirely in-camera, the film relies on handcrafted practical effects rather than CGI or AI. This choice was deliberate, grounding the character of energy in a tactile, human presence. Light, motion and physical materials were used to illustrate how energy flows through homes, workplaces and essential societal functions.

By shifting both tone and visual language, the campaign aims to broaden how people think about energy – not as a distant service, but as a living force woven through their routines, relationships and communities. 

I Am Energy will run nationally across cinema, TV, print, OOH and digital channels, and forms the foundation for E.ON’s long-term brand platform. 

Credits:

Client: E.ON
Cecilia Böhm: Director Brand, Corporate Communication & Public Affairs
Ulrika Wennerberg Norvenius: Head of Brand
Louise Eklund Robinson: Senior Brand Manager
Lotta Olsson: Senior Campaign Specialist

Creative Agency: BBDO Nordics
Karl Arildsson: Art Director & Creative Director
Mathias Björkheim: Senior Copywriter
Anna Vidling: Senior Project Lead
Lars Friberg: Strategy Director
Anna Tengwall: Business Director
Anders Nikka: Final Art

Media Agency: Mediaplus

Production Company: Pine
Nim Kyong Ran: Director
Stellan Runge: Cinematographer
Anisa Dzindo: Executive producer
Alexandra Malmqvist: Producer
Fredrik Åkerström: Editor
Max Kiusalaas: Music Composer