Creative Gallery on Sustainability Communications


"Generation Awake - Resource Efficiency campaign video" For European Commission's Directorate General for the Environment
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Description / Synopsis

Generation Awake is a European movement that promotes smart consumption choices among young urban adults. It aims to increase awareness and help change consumer behaviour to support a wiser use of natural resources.


Generation Awake is a European awareness campaign on resource efficiency by the European Commission’s DG Environment. DG Environment wants to increase awareness of Europeans about their consumption habits. Three types of consumption patterns are represented in this video: - daily consumption - overconsumption - impulse consumption.


The campaign wants to raise awareness and drive behaviour change. Our main target group is young urban adults. We know that they are digital natives, spend a lot of time on social media where they consume a lot of video content, which they comment on and share with their friends. The overall approach is to generate interest and participation through communications that are fun, smart, positive, hopeful and light hearted. We always base communications on the ‘selfish’ aspiration of young people to lead a good life, and be in control of their life. This video plays on humour to attract people’s attention and drive traffic to the campaign’s website. Three animated characters are used to illustrate different consumption patterns: - Routine Robbie - Chubby Charlie - Impulse Inga. The three characters are also present on the campaign’s website – they live in the same house owning different rooms in which people can find interesting facts and tips on smart consumption.


Since its launch the clip has been viewed over 1,200,000 times (mix of owned, earned and paid media).

Title"Generation Awake - Resource Efficiency campaign video"
AdvertiserEuropean Commission's Directorate General for the Environment
Sustainability Themes Consumption Patterns, Education & Awareness, Waste & Recycling, Freshwater
Date of First Publication 01/10/2011
Country of ProductionBelgium
Language23 EU official languages
TypeWeb Film
TaglineYour choices make a world of difference
Length62 seconds
Account Director: Laure Van hauwaert
Account Executive: Ophelie  Middagh ,  Tomas Sweertvaegher
Art Director: Maria Constantinescu ,  Philip Schiebold
Copywriter: Catherine Quadens
Creative Director: Babak Hosseiny