E.ON Showcases the World Through Energy’s Eyes

E.ON has taken a bold step in redefining how an energy brand can communicate – by letting energy itself become the storyteller. The new campaign, ‘I Am Energy’, developed with BBDO Nordics, turns an invisible utility into an emotional, cinematic character that reframes the role energy plays in people’s everyday lives.

The campaign, created by BBDO Nordics, represents a strategic shift in how E.ON articulates its role and purpose. By personifying energy and allowing it to express its own significance, the brand aims to create a more emotional, human understanding of everything energy makes possible – far beyond its functional presence in daily life.

“With ‘I Am Energy’ we wanted to portray the world from energy’s point of view – to give it a voice and a personality,” said Ulrika Wennerberg Norvenius, head of brand at E.ON Sweden. “It’s a way of showing how deeply energy shapes everyday life, without relying on technical language.”

Shot almost entirely in-camera, the film relies on handcrafted practical effects rather than CGI or AI. This choice was deliberate, grounding the character of energy in a tactile, human presence. Light, motion and physical materials were used to illustrate how energy flows through homes, workplaces and essential societal functions.

“By allowing energy to speak for itself, we found a clear and distinct creative expression. Our aim is for people to feel energy’s presence, not only grasp it intellectually. It’s a story about everything energy enables – and about E.ON’s role in making that possible.”

By shifting both tone and visual language, the campaign seeks to broaden how people think about energy: not as a distant service, but as a living force woven through their routines, relationships and communities.

‘I Am Energy’ will run nationally across cinema, TV, print, OOH and digital channels, and forms the foundation for E.ON’s long-term brand platform.