Helen – Energy Education Campaign
Helen's Energy Education Campaign combined creativity, education, and community engagement to address one of today’s most pressing challenges: the energy transition. Central to this campaign was "Ellen’s Energy Adventure," a children’s book designed to educate families about energy concepts in an approachable way. Helen engaged diverse audiences through events like the JVG concert partnership and the Power Day initiative, amplifying its message of “sharing good energy.”
We had a key role in Helen's energy education campaign.
The idea for writing a book about energy education came from the Helen brand team. They were battling to make people understand the concept of the energy transition and had the insight that this was fundamental information and that it should be so easy to understand that even your kid would get it.
So the idea of a children's book was born. At this stage we had been working with Helen on brand level TVC's and storytelling for a couple of years and Leandro who had been steering some of Helen's story telling was asked if he could come up with the story. He came up with the idea of creating a quest for a little girl named Ellen to return lost energy to the grid. The story was then developed with Mick Scheinin and brought to life by the illustrator Evaliina Saarentaus.
The book was launched at Kattilahalli with a huge event and with the aid of one of Finland first AI influencer's - Energy Ellen. We collaborated in the early stages of Energy Ellen to help steer the character design and as the creator of the Ellen Character to make sure that she was handled correctly.
The AI influencer was created by Kurio agency with the help of Antti Karppinen and went on to be a massive media success which of course helped the campaign and book become newsworthy, helping the success of the campaign.
After the initial launch we went on to concepting, planning and creating media assets for Helen's events and other impactful activations around energy education such as the Helen’s presence at the Olympic Stadium during the JVG concert and the energy event for the whole family also hosted at the Olympic stadium.
Campaign Results and Benefits
The Energy Education Campaign successfully merged education, creativity, and community participation to create a lasting impact:
- Educational Reach: The book and campaign events provided accessible energy knowledge to families, reducing anxiety and fostering informed conversations about sustainability.
- Community Engagement: Thousands participated in events like the JVG concert, the book launch event at Kattilahalli and the Power day family event at the stadium, where Helen’s energy-positive messaging resonated with diverse audiences.
- Brand Alignment: The campaign reinforced Helen’s role as a leader in sustainable energy and a trusted guide during the energy transition.
By leveraging creativity and collaboration, this campaign not only educated but inspired audiences to embrace and share good energy.