ABOUT

Concept:

ACCIONA is a company that focuses its strategy and activity on solving the planet's main challenges, such as the climate emergency, water scarcity and demographic pressure.

ACCIONA believes that productivity and profitability go beyond the achievement of profits. Companies that focus on meeting the needs of people and the planet will have a positive and lasting impact. That is “Business as Unusual”.

A philosophy that they transfer to all their businesses and specific activities:
- Renewable energies: wind and solar photovoltaic energy.
- Civil transport infrastructures: bridges, roads, tunnels...
- Access to water and sanitation
- Social: hospitals, universities...
- Sustainable cities. Sustainable mobility (electric motorbikes), environment, etc.

To transmit all this work, the company decided to launch a campaign with the following objectives:

a) Position ACCIONA as an "unusual" company, different, that does not merely try to meet the minimum requirements of sustainability, compliance and corporate social responsibility, but integrates this commitment as an essential requirement of its activity.

b) Work on brand recognition and values: helping to give visibility to all initiatives through an interesting narrative and with an innovative format.

The target of this communication is society in general, but especially customers, suppliers, partners and investors, employees (40,000 employees in 40 countries) as well as the brand's entire social media community.

Christmas greetings, the moment when we all take stock of the year that is coming to an end and make resolutions for the year to come, is the perfect time to transmit all ACCIONA's work. So, in addition to conveying a message of happy holidays and best wishes for the coming year, the idea was to use communication to reinforce and underpin the company's efforts to improve and care for the planet.

We decided to make a greeting very much in conversation with a tool in trend: Artificial Intelligence. An intelligence that would be nothing without human intelligence. And that is precisely what we highlight in the campaign: the importance of human intelligence when we talk about designing a better planet together.

Execution:

Artificial Intelligence is here! CHAN-CHAN-CHAN!

We've all heard about its potential to create incredible and amazing images, artistic, disturbing and even better than reality itself. BUT, we repeat: BUT! They lack something that only human intelligence can provide. That something is life, movement. And we had not seen or heard of those images.

It was at that point when it occurred to us that we could try to make a team between both intelligences, artificial and human, to reach a new result, artistic and with soul; but that was not form for form's sake. But one that would also give meaning to the concept and the content, that would reinforce them.

Because ACCIONA has the technology, but a better planet is impossible without all of us.

From here, many people dedicated many hours to give life to a collection of static images obtained, one by one, from keywords launched to an AI. A process, paradoxically, almost artisanal to achieve a result that would awaken the feelings and emotions that, for the moment and we believe that forever, only people can give us.


Results:

The campaign connected with our internal audiences and has reached beyond.
- +3M impressions on social media:
- 950K views
- 25K interactions
- +4K page views with an average time of 3:30 min.
- Average percentage of video views: 85%.