This campaign for the European Union does not make the EU the main character, but rather the people empowered by its investments. Through a lifestyle approach that goes beyond traditional storytelling, the campaign inspires action. Music grabs attention and drives movement toward a future fueled by opportunity. The local approach adds relevance and recognition to a global message: I've Got the Power.
I've Got the Power
A global campaign with a local (hearth)beat
Client
- The European Commission
Office
- Belgium
The European Union is powering global change through its Global Gateway programme, investing in clean energy projects that create new opportunities for people worldwide. To share this vision, the EU launched a multi-market campaign to position itself as a trusted, equal partner in sustainable development. The challenge? Designing a unified campaign that could bridge the gap between massive infrastructure projects and the daily lives of citizens in culturally diverse countries, making far-away initiatives feel personally meaningful.
Energy is power. Not just in the literal sense, but in everything it unlocks. Access to clean, stable energy gives people the means to pursue their ambitions and transform their lives. To convey the true value of investments being made across the region, we needed a message rooted in empowerment. One that felt personal and tangible. Rather than spotlighting the investments themselves, we chose to spotlight the people they uplift: real, inspiring individuals whose stories bring that impact to life.
At the heart of the campaign is a music-driven storytelling platform built around a bold reinterpretation of Snap!'s iconic track "The Power." Working alongside local artists, we created country-specific adaptations of the song, each paired with a bespoke music video and released organically to generate culturally resonant content that makes a complex topic feel accessible. These local anthems served as a springboard for deeper storytelling. Each film weaving together the journeys of two local individuals, illustrating how sustainable energy fuels real personal and professional progress. Individual testimonials were also produced as standalone short-form films, while targeted influencer partnerships in the sustainability and social impact space helped extend reach among key audiences. The result was a single campaign platform translated into nine distinct local campaigns. Each with its own stories, sounds, and a dedicated page to explore nearby projects.
The campaign resonated at scale. With 527.4 million views and a video completion rate of 48.14%, the impact on awareness was undeniable. The strategy proved equally effective on a deeper level: 83% of respondents found the campaign relatable, and 84% found it credible. Most significantly, the campaign succeeded in shifting perceptions of the European Union across participating countries, strengthening trust, enhancing its positive image, and cementing its role as a meaningful partner in people's futures. Due to the success, the campaign got scaled up and was rolled out in additional countries as a follow-up.
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