What it had to solve
Greece has one of the mildest climates in Europe, and per the agency's insight preferring warm weather is practically national DNA — winter-lovers keep quiet because Greeks don't debate the matter. Protergia's brief was a spot promoting its winter savings product.
The idea
Defend the silent minority who like winter: 'it's OK to be a chionophile' — enjoy the cold, even if you're alone in it — and sell winter electricity to them.
How it works
A humorous film by The Newtons Laboratory, produced by Filmiki Productions and directed by Vassilis Bourantas, plays winter preference as a debate nobody is allowed to have, then has the brand say it's fine to favour winter — knowing you might be enjoying the season alone.
What it did
No results were published; the spot was documented with its full Greek credits on LBB on 22 November 2023, ahead of the winter season.
Background
Greece isn't a winter destination: The Newtons Laboratory's writeup on LBB opens with the country's mild climate and the observation that favouring warm temperatures is in Greeks' DNA. Protergia, an energy provider with a winter savings product to promote, took that as its creative starting point.
The Winter Lover campaign treats winter preference as a minority position — 'a silent minority that dares to prefer winter to summer' — in a country where, the agency notes, people don't debate the matter. The spot's joke is that Protergia, going against the national grain, tells this minority it's OK: it claims it is okay to favour winter, 'although you might find yourself enjoying the season alone.'
The film was produced by Filmiki Productions with director Vassilis Bourantas and creative directors Andreas Grigoriadis, Giannis Sorotos and Dimitra Andrikopoulou at The Newtons Laboratory.
Why it lands
The insight is specific and national, not a generic cosy-winter ad: it only works in a country that lives for summer.
Speaking to a self-identified minority gives a commodity product electricity a personality and a clear audience.
Humour does the targeting: winter-lovers recognise themselves by laughing at their own contrarian taste.
What you can take
Every market has a majority taste and commodity brands chase it; naming and defending the minority taste makes an energy brand feel like it knows you personally.
Since then
No follow-up results or further campaign activity were reported in the trade coverage.
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