AELEC, the leading association of electric companies in Spain \u2014 including major players like Endesa and Iberdrola \u2014 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\u2019t have welcomed a brand narrative or a campaign of promises \u2014 it would have felt dishonest. The question, then, was how to approach this communication \u2014 and from what place <\/p>\n\n
The strategy was to frame the message around a sense of national pride \u2014 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 \u2014 not always valuing what\u2019s ours.
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 \u2014 and a single path \u2014 toward a brighter, more sustainable, and fairer future: Cre\u00e9rnoslo<\/em> (\u201cBelieving in ourselves\u201d)<\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false},"origen":[21],"class_list":["post-3514","proyecto","type-proyecto","status-publish","hentry","origen-archivo"],"acf":[],"yoast_head":"\n