Epuron – The Power of Wind


Power company Epuron GmbH worked with the German Ministry for the Environment has a TV advertisement demonstrating the power of the wind, featuring a charming but impetuous French giant whose annoying habits are finally harnessed. The wind character causes trouble wherever he goes, upsetting women with dresses, throwing sand at the beach, lending a hand to bad hair days, knocking over flowerpots, and ruining outdoor picnics. Finally a meeting with Epuron helps him discover his potential for good. Power of Wind won a gold at Cannes in 2007, three gold at the 2007 London International Advertising Awards, a gold at Epica 2007, Grand Prix and Gold at Eurobest, two golds at the International ANDY Awards, gold and silver at the 2008 Clio Awards, and gold at the 2008 Golden Award of Montreux.

Listen to the wind. Even if he scares you.

PUBLISHED: MAY 14, 2008  from creativity-online.com

A hulking and intimidating yet misunderstood man is the metaphor at the heart of Nordpol Hamburg’s short film promoting the wind energy division of German company Epuron. With production company Paranoid and creative/directing collective The Vikings at the helm, the two-minute web film offers poignant, clever storytelling without coming off as didactic, following our black-clad gentle giant whose various actions mimic those of actual wind. Somber piano music plays while the wind man spills his frustrations from people’s unfriendly reactions to his handiwork, until eventually, he finds someone who understands. There’s a place for his type of energy in this world after all. “Power of Wind” garnered a Cannes Gold Lion last year and was one of the main contenders for the Grand Prix, and this year again rises to the top of the heap to earn a 2008 Creativity Award.
What were your objectives on this project?
The Vikings: Actually, there were two different clients with two different objectives. B.M.U., the German Ministry for the Environment, wanted to improve the general public’s opinion of wind energy. Epuron was looking for investors. Though there were two different target groups, the same creative solution appealed to both.
What were the obstacles you faced throughout?
The Vikings: The biggest challenge was casting—finding an actor who was “believable” as the wind. We looked at tons of people. The actor we ended up choosing was literally the last guy who came to our final session. We all knew immediately that he was the one.
What are the challenges of doing a project for wind energy?
The Vikings: Because this commercial really delivers a social theme, the biggest challenge was communicating in a way that people would connect with—without feeling like they were being lectured or “preached” to.
In your opinion, what role does creativity play today when it comes to creating a brand?
The Vikings: As creatives and directors, we think that creativity plays a huge role in creating a brand, in determining how people feel about it. Brands that speak to consumers in an unusual way, that respect their intelligence, or appeal to their sense of humor are the ones we all remember most.
What does brand creativity need to do now in order to be effective?
The Vikings: The line between advertising and content is becoming blurrier and blurrier. “Wind” is a perfect example. When a client can get people to willingly watch his ad—and even pass it along to friends—then he’s way ahead of the game.
What kind of results did you see from this particular spot?
The Vikings: Industry response has been positive. Amazingly so. But even more importantly, viewers really seem to be touched by “Wind.” They remember the film—and its message.
Advertising Agency: Nordpol+Hamburg
Creative Director: Lars Ruehmann
Copywriter: Matthew Branning
Art Director: Bjoern Ruehmann/Joakim Revman
Production Company: Paranoid Projects
Director: The Vikings
About these ads

7 Comments on “Epuron – The Power of Wind”

  1. The mysterious Mr. W « typologica says:

    [...] Link to video/channel on YouTube Read more about it [...]

  2. Windchasing | nature student says:

    [...] a challenge to photograph, but the resulting portrayal can be very powerful. Several years ago an ad for a wind energy company won numerous creative awards for its depiction of ‘Mr. W’, [...]

  3. The mysterious Mr. W | TYPOLOGY says:

    [...] to video/channel on YouTube Read more about it … video: Mr. W by Nordpol+Hamburg, produced by Paranoid Projects, directed by The [...]

  4. TYPOLOGY | The mysterious Mr. W says:

    [...] to video/channel on YouTube Read more about it … video: Mr. W by Nordpol+Hamburg, produced by Paranoid Projects, directed by The [...]

  5. B2B Marketing Doesn’t Have To Be Boring: 3 Companies That Effectively Add … – Forbes | Its party time says:

    […] for him in the world and he can achieve great things. The promotional film ‘Power of Wind’ won a gold at Cannes in 2007, three gold at the 2007 London International Advertising Awards, a gold at Epica 2007, Grand Prix […]

  6. B2B Marketing Doesn’t Have To Be Boring: 3 Companies That Effectively Add … | ValentinesDayIdeas.org.uk says:

    […] for him in the world and he can achieve great things. The promotional film ‘Power of Wind’ won a gold at Cannes in 2007, three gold at the 2007 London International Advertising Awards, a gold at Epica 2007, Grand Prix […]

  7. B2B Marketing Doesn’t Have To Be Boring: 3 Companies That Effectively Add Humor To Their Marketing Mix « Building Social Bridges says:

    […] for him in the world and he can achieve great things. The promotional film ‘Power of Wind’ won a gold at Cannes in 2007, three gold at the 2007 London International Advertising Awards, a gold at Epica 2007, Grand Prix […]


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Follow

Get every new post delivered to your Inbox.

Join 1,679 other followers