L’energia per stare tranquilli

CLIENT:

NOVA AEG

SERVICE:

Communication

YEAR:

2026

In the Italian energy market, being loud is the norm. Brands multiply calls and messages, and consumers have learned to associate any contact with the sector with a nuisance or an alarm. NOVA AEG has been part of this market for years, yet it has never spoken up. Its 2026 campaign marks the moment it steps forward.

CHALLENGE

The brand needed visibility, but its identity rests on what it chooses not to do. It doesn’t use teleselling or telemarketing, it doesn’t hide charges in its contracts, and it doesn’t change the conditions it offers. Following the habits of the market would have meant betraying the very values that set it apart. The task was to make silence speak.

CHALLENGE

SOLUTION

We started from a simple insight: in a sector that never stops talking, being quiet is the most distinctive promise.

We portrayed NOVA AEG as a reliable presence you hear from only when it really matters, summed up in the payoff “L’energia per stare tranquilli” (The energy to feel at ease).

The idea comes to life in a meta-narrative TV commercial: the voice over speaks directly to the audience, whispering so as not to wake a man asleep on his sofa. As the camera slowly pulls back, the voice lists the brand’s commitments one by one, and the room reveals an energy that is everywhere, in the lamp, the record player, the induction hob, but never intrusive.

Because sometimes the best way to be heard is to lower your voice.

SOLUTION

We started from a simple insight: in a sector that never stops talking, being quiet is the most distinctive promise.

We portrayed NOVA AEG as a reliable presence you hear from only when it really matters, summed up in the payoff “L’energia per stare tranquilli” (The energy to feel at ease).

Because sometimes the best way to be heard is to lower your voice.