At a time when people are grappling with financial challenges and rising energy prices, ČEZ, in collaboration with the advertising agency McCann Prague, launches a campaign that offers concrete solutions and support.
This campaign, building on the concept of “positive energy”, focuses on three key areas: Self-reading, specialists at Czech Post, and a counseling service during financial hardship.
The task for our production at Unreal Visual was, based on the materials and script provided by the agency, to create three spots for each key area, targeted at three different audience groups.
The spot “Self-reading” dedicated to the theme: Energy under control
Our creative vision
We were excited about the idea of simple, minimalist spots where the camera becomes a kind of probe into the lives of our characters. We wanted everything to feel as real as possible. The basic concept was therefore uniform for all spots.
In the first phase, we introduce our characters through fragments in their living space. This part is also complemented by the inner voice of our character, which serves as an emotional starter, making us further interested in the character itself. For example: “What I mainly needed to find out was how long my price is valid for and how it works with the capping.”
The spot “Post” dedicated to the theme: Specialists at Czech Post.
In the next phase of the spot, we introduce our character in their normal activity. An activity where we see how well they are doing. How full of hope and gratitude they are. We add direct speech, for example: “The counseling service during financial hardship, recommended by ČEZ, helped spread out the payments until our situation improves.”
We conclude the spot with a departure from the window, through which we see our character in a broader context. We liked the premise of the window acting as a connector between the inner and outer worlds. The longer departure also gives the viewer a greater chance to process the emotions gathered during the spot. First, we follow our characters through details and end with the context in which they live.
The spot “Counseling” dedicated to the theme: Counseling service during financial hardship.
Each spot was designed to communicate specific ways ČEZ helps its customers, while also showing that the company is there for them in good times and bad. Through this approach, each spot contributes to a better perception of the ČEZ brand, demonstrating that “positive energy” is more than just a slogan – it’s a commitment.