Future-ready storytelling, grounded in the region
LEW has a presence in the region like few other brands—but presence alone does not create closeness. For the brand campaign, everything was therefore distilled into one sentence: "New energy for you – today and tomorrow." The claim is more than a headline—it is the framework that holds together different divisions, topics, and target groups, consistently thinking from the perspective of "you." This resulted in a campaign world that makes immediate benefits in everyday life visible ("today") while simultaneously showing how LEW is actively shaping the energy future ("tomorrow")—approachable, competent, and regionally rooted.
The strategic approach consistently subordinates everything to the campaign claim "New energy for you – today and tomorrow." as a thematic framework for all divisions, target groups, and formats. The starting point is the focus topic of customer orientation ("We are shaping the path to the energy future for you")—anchored in the brand core of "Trusted Pathmaker" and a clearly formulated customer promise centered on expertise, passion, regional responsibility, and technological foresight. The campaign consciously conveys this idea from two compatible angles: from the perspective of people's lives in the region (emotional storytelling that makes the benefits tangible) and from the LEW work environment (expertise and a hands-on approach as proof that "tomorrow" is being actively shaped). In this process, the "you" takes precedence in every respect—keeping the claim personal, accessible, and customer-centric rather than self-centered.
The design translates the claim into a clear, repeatable communication mechanism designed for rapid impact without losing substance. Four levels are defined: authentic imagery (everyday life in the region or the LEW work environment, with the person in the shot looking at the camera), a headline as a direct address (surprising, personal, emotional), a subline for grounding the content (specifically: what LEW does for "you"), and a sign-off with the campaign claim as a final anchor. This makes "today" explainable as a concrete benefit—and consistently carries "tomorrow" forward as an attitude and future direction. The visual design remains modular as a result; motifs and messages can vary while the framework remains stable. It is precisely this system that makes the concept scalable for OOH, motion, and digital—ensuring that every asset not only displays the claim but leads up to it dramaturgically.
The change dimension emerges from the versatility of the claim—both organizationally and communicatively. Because "New energy for you – today and tomorrow." is not tied to a single product, the claim can function as a common denominator across all areas, reducing complexity without diluting content. At the same time, the guiding logic (customer proximity first, "you" before "we") creates a binding standard for tone and decision-making, making it easier to remain consistent across different teams. By consciously combining the customer perspective (benefits, proximity, everyday life) with the LEW perspective (expertise, passion, hands-on approach), change is not communicated as a mere assertion, but as tangible proof—turning the claim into a guiding principle that provides internal orientation and builds external trust.
From pitch to a campaign, that works everywhere.
The starting point was a pitch with a clear task: a campaign that resonates in the region—not just online, but on the streets, in local towns, in cinemas, on the radio, and across digital channels. What won them over was the ability to build a sustainable system from a single strong idea. This later led to the claim "New energy for you – today and tomorrow," which evolved into a consistent campaign system ranging from 18/1 billboards to landing pages, tailored to different target groups and touchpoints. In close coordination with communications, PR, HR, and specialized departments, we developed a shared story that resonates externally while remaining relevant internally.
More direct. More relatable. LEW.
With "New energy for you – today and tomorrow," we created a brand campaign claim that works across all divisions without having to be everything to everyone. Building on this, the brand voice became more emotional and personal, adding a second layer: headlines engage through everyday life and relatability, while the subline grounds every statement with concrete benefits—from PV and grid to hydropower, e-mobility, consulting, and telecommunications. This made "New Energy" a tangible 360° brand story.
Artificially designed. Authentically staged.
Following the concept development, AI was used as a targeted creative tool to provide the client with a clear picture of the motifs early on and to accelerate decision-making. Based on this, AI-generated image templates were created to precisely pre-visualize the planned visual language. These templates were then translated into a detailed briefing and shot list for the photography team. This provided a clear vision that allowed for much more focused work than vague references would have—ensuring the final motifs were executed with pinpoint accuracy.
From plan to picture, together.
The photo shoots were a true team effort. Based on the pre-developed motifs and the detailed shot list, the shoots were managed in collaboration with the client and the photography team. On-site, decisions were further refined, models were directed, and visual messaging was continuously reviewed and evaluated. This allowed every motif to be created through direct exchange – until the visual language, message, and impact were exactly right and all shots were in the bag.
New energy
on the streets
The campaign became visible – and recognizable – in public spaces. A total of eight motifs shaped the cityscape and the surrounding area: four from the customer's perspective and four from LEW's perspective. Rolled out as 18/1 and city-light posters, the close relationship between the motifs created a clear repetition effect. The campaign was not perceived as individual posters, but as a cohesive brand campaign. In this way, "New energy for you – today and tomorrow." gained a clear face in public spaces – present, consistent, and close to the people.
Audibly new energy.
The campaign was also extended into the acoustic realm. For the radio spots, we took the existing poster motifs and translated them into short stories that make the visual worlds audible. The motifs already present in public spaces were given a second dimension: characters, situations, and statements were narratively expanded and brought to life. This created a seamless transition from seeing to hearing – and the claim "New energy for you – today and tomorrow." remained clearly recognizable and consistently anchored on the radio.
Summary of our successful collaboration
Good connections take you further. Here's ours.
