From shrinking glaciers, to rising sea levels, wildfires, and longer periods of drought, the devastating effects of climate change can be observed throughout the world. Changing our lifestyle habits could slow the evolution of the devastating problem. The question is how many of us would actually change their way of living to save both humans and nature? And also, why would we even do it when the biggest corporate air polluters seem not to care about the environment? When it’s just a few of these firms showing any activist spirit at all, and don’t get us started about energy companies.
Yet, there is hope. Denmark’s largest energy producers, DONG Energy, is trying to prove us otherwise by highlighting the fact that even a firm within this industry can fight for the well-being of the environment. Formerly known as DONG, the company recently changed its name to Ørsted on its way to prove that it is possible to power the world entirely with green energy. To support such bold statement, the institution gave up its coal, oil, and gas businesses for a fresh and greener start.
Because their new vision no longer coincided with the old one, Ørsted needed a new image that would describe its promise to the environment. The business’s courage and determination to contribute to a better world caught the admiration of design studio Kontrapunkt, which applauded the company’s ambitious move by offering its help in terms of branding.
Inspired by Ørsted’s exciting technique to improve Mother Nature’s ‘condition,’ the studio came up with a clear logo, vivid color palette, new typeface, and a series of striking icon sets and graphical elements which can be admired both online and offline.
Meanwhile, Ørsted communicated with the public through the “Love Your Home” campaign, courtesy of Wieden + Kennedy Amsterdam. The initiative includes two films, both of which call the audience to take action by themselves and prevent the effects of climate change from evolving.
The first movie was released to celebrate Ørsted’s transformation from a black to a green energy company. Although the protagonist of the two-and-a-half-minute-long video is represented by planet Earth, our home, the main focus lies on the keyword ‘Love’. It reminds everyone that love bears no value if we don’t take proper measures immediately.
The second part of the campaign spins around the concept of “Home.” Produced in collaboration with Emmy Award-winning Director Ben Tricklebank, the video functions as an interactive experience that prompts the viewers to realize that climate change can directly affect them, their loved ones, and their home.
As a part of its mission to make people aware of the climate change effects, the company created a homepage with a short film that enables users to get involved in the story, literally. More like a computer game, the online tool challenges viewers to pause for a minute and think about the emotions that pop up in their heads at the thought of hearing the word ‘home.’
The website invites viewers to finish three phrases about the place that is deeply rooted in their souls: “Home is my…”, “Home is where I feel…” and “Home should be…”. The strange thing is that you are not allowed to complete the sentences with your own words. Rather, the website gives you some hints and asks you to finish the ideas using only one of the suggested words.
Based on your answers, the website generates a personalized film just for you. And while the first part of the film shows different scenes for every user, the second part of the film is the same for anyone. It features powerful, emotional, and dramatic images, leaving room for Ørsted to prove its point.
“[Home] demonstrates how all the things we hold closest are threatened by global warming. No matter who you are or where you live,” claims the agency. Are you curious about what your ‘place’ would look like in the light of climate change? Go to loveyourhome.orsted.com and create your own film!