KTR Award for the campaign “ENERGA. Po prostu włącz” (ENERGA. Just turn it on.) in a prestigious advertising competition
On 23 April, during the anniversary celebrations of the Polish Advertising Competition organised by KTR, recognition was given to the best advertising projects of last year. In the TV and cinema advertising category, the award went to the “ENERGA. Just turn it on” ad, in which a canary, a dog and a cat encouraged people to save electricity and to use the services from the supplier of the greenest energy in Poland. The award-winning commercial was produced by ENERGA in cooperation with Brain creative agency.
In this year’s edition of the KTR contest, nominations were given to 117 of 741 competition entries. The creations were evaluated by 74 jury members, among them representatives of media and advertising industries. In the category TV and cinema advertising: retail and public services, the only award was given to the spot of ENERGA Group, the sole representative of the power industry recognised in the competition. The goal of the “ENERGA. Just turn it on” campaign, which was executed in autumn 2012, was to raise awareness of the need for rational energy use and to emphasise the pro-environmental nature of the business of ENERGA, the supplier of the greenest energy in Poland. The spot, which earned a bronze KTR award, was a part of a campaign where the creative concept was based on the involvement of unusual actors – a dog, a canary and a cat – who educated people about proper habits, for example by encouraging them to switch off the light, TV set or computer.
The music for the awarded spot was composed by Wojciech Waglewski, and Brain creative agency was responsible for the development of the concept for the commercial and for its production. PanMedia Western media house was in charge of media planning and purchasing. The animals were trained for their roles by Roger Farr, a world-renowned trainer whose track record includes, among others, awards from the advertising festival in Cannes. The project was coordinated by the Marketing and Communications centre of ENERGA SA. The award-winning film can be seen at www.energa-po-prostu-wlacz.pl/
This is the first KTR award ever won by ENERGA Group, although the Company has been honoured before in other prestigious advertising competitions and rankings. Last year, during the official ceremony PremiumBrand 2012, ENERGA was awarded the title of High Reputation Brand, while the “Świeć się na święta - z ENERGĄ!” campaign (Light Up For Christmas – with ENERGA!) was twice winner of the Impactor award, in the oldest competition for Polish advertising companies and projects.
KTR recognitions for top accomplishments in marketing and advertising have been awarded by Klub Twórców Reklamy since 2004. In the tenth edition of the contest this year, the recognised advertising productions, as well as the ENERGA Group ad, included creations promoting such brands as ING Bank Śląski, Kampania Piwowarska, Virgin Mobile, Samsung Polska and Toyota Motor Polska. In total, the jury awarded 54 bronze KTRs, 18 silver KTRs and 18 gold KTRs in a total of 11 competition categories.