Small actions for a big goal: respecting our planet
Challenge
In this historical moment, characterized by an uncertain geopolitical scenario and by the volatility of the energy market, the promotion of a culture of sustainability assumes a primary role.
With the campaign Respecting energy, water and the environment #BENEFITSEVERYONE, A2A wants to renew its commitment to the diffusion of good practices to promote energy and economic savings and a more responsible management of resources.
An editorial team of young people gave life and voice to Azzurra
SOLUTION
To promote the best practices we decided to give voice to those who, most of all, have the right and credibility to speak about the environment and about good practices for the future of the planet, because it’s their future we are talking about: The GenZ.
An editorial team of young people gave life and voice to Azzurra. A cartoon character who provides useful advices for a better use of energy, water and for the benefit of the environment, using a light and playful tone.
A2A also sponsored the summer tour of one of the most famous Italian artists known for his commitment for the environment, the JOVA/GIOVA Beach Party, creating all the content of the campaign and the coverage of the event.
Key Facts
„Azzurra is the icon of a generation to which we have given a voice. Through Azzurra, our message speaks to adults assuming the urgent and necessary tone of voice of Gen Z. A generation that prefers deeds to words, concrete commitment to declarations, building a new idea of the future to recriminations about the past. Azzurra is the voice of the future that reminds us that respecting energy, water and the environment #benefitseveryone. She is authentic, she is passionate, she is a lover of a new idea of being in the world: respecting resources, to give herself a better future.“
CEO & CCO
Serviceplan Italia
Key Takeaways
#1
Giving a voice to “the experts” makes you more relatable and more credible.
#2
People tend to follow advices more easily if they are told with lightness and irony.
#3
The presence at important events brings you closer to the public.
Awards
Touchpoint Strategy Awards 2023
1° Place “Corporate Image"
NC Awards 2022
2° Place “Holistic Campaign"
