Creer

AELEC, the leading association of electric companies in Spain — including major players like Endesa and Iberdrola — needed to communicate its purpose, its point of view, and its vision for the future. However, both its image and the broader context worked against it. A public already critical of the industry wouldn’t have welcomed a brand narrative or a campaign of promises — it would have felt dishonest. The question, then, was how to approach this communication — and from what place

The strategy was to frame the message around a sense of national pride — celebrating everything our country already has: the natural capacity of our land to generate energy, something we often overlook or take for granted. A very Spanish trait, in fact — not always valuing what’s ours.
The decision, therefore, was to shift the focus away from the member brands and give full prominence to the territory itself — a generous gesture meant to spotlight the land rather than the companies.

From this approach came the idea: an aerial journey across different regions of Spain, following the trail of a metaphorical light that ends up projecting a single message — and a single path — toward a brighter, more sustainable, and fairer future: Creérnoslo (“Believing in ourselves”)