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The Benefits of Big: Giant Campaign from RWE

How can you change your negative image if you’re a often-hated, ginormous European energy company whose sheer size and power terrifies the regular folks? Why not channel that feel-good-about-monsters character, Shrek?

A colossal tidal power project

A colossal tidal power project

RWE group’s new European ad campaign does just that, and like those roller-skating Evian babies, you can’t help but fall for this Shrek-ish lumbering ogre regardless of how you feel about the company or its operations. The ugly but lovable “energy giant” crosses the idyllic countryside, making energy happen in unusual but environmentally-sensitive ways with the tagline, “It can be so easy to make big things happen. When you’re a giant.”

(Don’t miss the ending, where our friendly beast lights up the city with a new approach to hydropower!)
The charming song in the clip is “I Love the Mountains” by Houaida, an up-and-coming German star. (You can download the song mp3 via the RWE website.)