EDF: Busy Driving Nothing
Havas' second major brand campaign for EDF showcases how the energy giant can help drivers reduce emissions while they sleep – by charging their cars overnight with zero-carbon electricity, all for under five pounds.
Havas London is behind a new campaign for EDF which showcases how the energy giant can help drivers reduce emissions whilst they sleep – by charging their cars overnight with zero-carbon electricity, all for under £5.
The campaign, which breaks this week and will initially run for the next three months, spans TV and VOD as well as social and other digital channels.
The brief was to drive consideration of EDF as the brand that offers easy EV charging at great value – especially for those who are yet to see the benefits of EVs. EDF’s GoElectric 35 tariff offers cheaper overnight charging, backed by 100% zero-carbon renewable electricity.
In the film, we feel the positive energy flowing around the nation as EVs charge up on zero-carbon electricity throughout the night. Out of the silence, we hear a hushed choral version of “Busy Doing Nothing”, the Richard M. Sherman tune which soundtracked Havas’ debut work for EDF, as a variety of vehicles up and down the country spark to life whilst the nation sleeps. We close with a terraced house at dawn; outside which the lights of the car turn off, as the bedroom light switches on and the nation awakes.
The work represents Havas London’s second major brand campaign for EDF, with this execution focused on a specific product: The GoElectric 35 tariff which allows customers to charge up their electric vehicles for less than £5 whilst they sleep. The first, which launched in September 2020, championed the company’s diverse electricity generation mix and underlined the fact that, unlike many of its historical and start-up rivals, EDF is actually generating zero carbon electricity at scale – not just selling it.