German power firm E.On has unveiled a hard-hitting campaign calling out the world’s inaction over rapidly increasing climate change.
Devised in partnership with London agency House 337, the creative is led by a harrowing 60-second film depicting people carrying on with their daily routines while the world quite literally burns, melts and collapses all around them.
Set to premiere on Saturday 24 June, ‘It’s Time’ will showcase how energy companies like E.On can help lead on sustainable power transitions as major economies move away from fossil fuels over the next decade.
https://www.youtube.com/watch?v=c5iIQZLdVfU&ab_channel=E.ONEnergyUK
“‘It’s Time’ is a rallying cry for us all to stop putting off the changes that are needed to address the climate crisis and to work together to find a more sustainable and progressive future,” said E.On UK chief marketing officer Scott Somerville.
“Whether it’s governments, businesses or homeowners, there’s a huge amount of positive intention when it comes to sustainable energy, but rarely do any of us bring enough urgency to the situation.”
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He continued: “Regardless of the brand, product or service you’re promoting, it’s time to rethink our responsibilities and ensure that we all take steps, no matter how small or big, to begin in earnest that critical path to change we need as a society.”
Running across TV and cinema through to August, the hero film will be supported by digital-out-of-home, print, radio and social media executions to drive awareness of E.On’s solar panel, EV charger and air source heat pump propositions.
House 337 creative director, Ross Newton, added: “It’s incredibly important that we all act on the climate crisis, but we didn’t want to use the same old shock tactics. Instead, we wanted to highlight the behaviour that we’re all guilty of.
“We hope that on seeing the ad, viewers will feel a sense of frustration that the people in each scenario aren’t reacting to the devastation surrounding them, and feel empathy towards them as they recognise that behaviour in themselves, and consider what steps we can all take to become part of the solution.”
