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
What were your objectives on this project?
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.