IDAE celebrates 40 years of driving the shift toward more responsible energy use in Spain.
“Dear Energy, how much we’ve changed, and how much we’re going to change” is the message of IDAE’s new campaign aimed at raising awareness about the importance of energy savings and efficiency.
Madrid, November, 2024 – As part of its 40th anniversary, the Institute for Energy Diversification and Saving (IDAE) has launched a national campaign encouraging Spanish society to reflect on the progress made in energy savings over recent years and to continue advancing toward a sustainable future. Under the slogan, “How much we’ve changed, and how much we’re going to change,” the campaign highlights the achievements of a generation and renews IDAE’s commitment to promoting conscious and responsible energy use.
The campaign, designed and conceptualized by creative consultancy Darwin & Verne, serves as a thank-you letter to energy, showcasing Spain’s transformative journey over the past 40 years. Darwin & Verne, leading the strategy and execution of the campaign for the second consecutive year after winning a public tender, drew inspiration from the evolution of energy habits in Spain. The initiative’s core message, “Dear Energy, how much we’ve changed, and how much we’re going to change,” reflects its purpose: celebrating collective achievements while setting new goals for an increasingly sustainable energy model.
From Cost Savings to Planetary Commitment
Directed by Héctor Herce and produced by BeSweet, the campaign’s audiovisual materials—including 45-second, 30-second, and four 20-second spots—take a warm and relatable tone to showcase how behaviors have changed over the years. In the past, actions like turning off lights or limiting appliance use were driven by the need to save money. Today, these same actions are motivated by a conscious effort to protect the planet.
Where cars were once the dominant mode of transport, now people increasingly choose public transportation, walking, or cycling. Previously, energy was wasted in uninsulated buildings, whereas now it is used more efficiently. And while Spain once depended heavily on external energy sources, the country has made significant strides toward energy independence through solar and wind power.
A Multi-Format Campaign Reaching Every Corner of Spain
The IDAE initiative spans multiple formats: TV spots, 20-second radio ads, print and outdoor graphics, digital displays, and an interactive website where users can explore milestones achieved in 40 years of energy-saving efforts. Each creative piece invites viewers to reflect on how small changes in everyday habits can reduce environmental impact. Collectively, the campaign celebrates Spanish society’s accomplishments and encourages further progress in this direction.
A Commitment to the Future: Citizens as Key Players in the Energy Transition
With this campaign, IDAE reinforces its commitment to inspiring citizens to actively participate in Spain’s energy transition. “Dear Energy” is, as described by Darwin & Verne, a reminder that change begins with individual actions and that together, we can continue building a more efficient, sustainable, and responsible energy model. As the campaign concludes, “How much we’ve changed, and how much we’re going to change” is only achievable if we remain committed to ongoing transformation.
