Die Zukunft liebt Rebell:innen.
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Digital Campaign
Credits
Company / Customer
Agency / Design
Details
A rebel heart’s beating in all of us: Elektrizitätswerke Schönau celebrated its 30th birthday by inviting people across Germany to join a community of changemakers and, despite the polycrisis, get to action for climate. With its social-first campaign based on the emotional claim “Die Zukunft liebt Rebell:innen.” the green electricity pioneer translated its activist brand core into a young tone, doubling the number of members joining its energy cooperative. Humorous clips, strong influencers, and several partner collaborations opened up the topic of cooperatives to a new generation and created awareness for self-efficacy in the climate crisis.
The Jury‘s Statement
Amid the climate crisis and the pressure of multiple societal strains, EWS Schönau translated its activist brand DNA into digital communication that speaks directly to younger audiences. The claim "Die Zukunft liebt Rebell:innen." ("The future loves rebels.") combines a clear stance with emotional focus, while humorous clips, influencers and partner collaborations generate reach with relevant substance. A clear positioning gives rise to a tone of voice that newly anchors the cooperative model as a contemporary form of collective action.
