Electric vehicle charging company EO Charging has launched an OOH campaign promoting its new charger, challenging the Big Oil industry and encouraging renewable energy.

Devised by creative agency Impero, ‘Breaking up with Big Oil’ challenges the world’s largest publicly owned oil and gas companies, while introducing the Mini Pro 3, EO Charging’s latest home vehicle charger.

Running from 28 June to 5 August at Old Street Roundabout location in London, the creative campaign features a mock text message letting Big Oil know the ‘relationship is over’, while another execution reminds consumers that EO Charging is ‘power you can trust’, unlike Big Oil.

The campaign follows EO Charging’s research that found Big Oil allocated only 5% of its record profits to renewable energy, despite claims of commitment to enabling the transition to lower carbon mobility.

Subscribe to Marketing Beat for free

Sign up here to get the latest news sent straight to your inbox each morning

Earlier this month, Shell came under fire for dropping its targets to cut oil production, in a re-shift in approach back to prioritising fossil fuels.

“EO is working to enable people to charge their electric cars with greater freedom and flexibility, so we’re really excited to be promoting our newest home charger, the Mini Pro 3, with this kind of attention-grabbing campaign,” said EO head of marketing George Edgar.

“We hope that the concept of Breaking up with Big Oil will really capture people’s attention and inspire them along the road to embracing electric mobility.”

Impero founder, Michael Scantlebury, commented: “Sometimes you just have to say it how it is. Our relationship with Big Oil is toxic, and we need to end it.

“EO creates the hardware and software to reduce the reliance on oil, but more importantly, EO has the ambition to communicate the need for change through standout campaigns like this which makes them a brilliant partner to work with.”