RWE: Energy giant

It can be so easy to make big things happen. When you're a giant.

Advertising Agency: Jung von Matt / Elbe, Hamburg
Marketing Director: Sabine Schmittwilken
Marketing Executive: Charlotte Kreft
Media Relations Executive: Annett Urbaczka
Executive Creative Director: Sascha Hanke, Wolf Heumann
Creative Directors: Jens Pfau, Tobias Grimm
Copywriter: René Lamberti
Chief Consultant: Carl-Christian Berge
Consultant: Guido Kirschner
Head of Planning: Karen Heumann
Planning Executive: Achim Rietze
Film Producer: Julia Cramer
Music Production: White Horse Music Team, Hamburg
Composers: Gerrit Winterstein (Head Composer), Klaas Nocken
Music Title: I Love the Mountains
Artist: Houaida (an up-and-coming German star)
Animation: Fido, Stockholm
Producers: Claes Dietmann, Thomas Deutschmann
Line Producer: Anders Singstedt
Director: Andrés Rosas Hott
Creative Director: Kaj Steveman
VFX Supervisor: Cameron Scott
Concept Sketch Designers: Joel Sundberg, John Wallin
Matte Painting Artists: John Wallin, Svante Fjaestad, Mikael Widegren
3-D Modelling: Mattias Forsström, Magnus Ericsson, Joakim Eriksson, Markus Sterner, Martin Johansson
Animators: Cameron Scott, Staffan Linder, Kristian Ström, Rikard Engqvist, Robert Karlsson, Joakim Eriksson
Lighting/Rendering Technicians: Peter Aversten, Mattias Forsström, Frederik Brännbacka, Joakim Eriksson, Marcus Sterner, Martin Johansson, Anders Nyman, Johan Gabrielsson
Technical Animators: Timmy Lundin, Björn Rydahl, Frederik Limsäter, Anders Nyman, Cameron Scott, Frederik Brännbacka
Ocean Systems Technicians: Björn Rydahl, Frederik Limsäter
Compositing Technicians: Daniel Norlund, Martin Borell, Mattias Alvarsson, Andreas Karlsson, Frederik Brännbacka
Systems Operator: Thomas Ericsson
Online Editor: Tomas Näslund

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40 comments

Guest's picture
Guest

easy to make big things happen if you have a 100-head crew.
too bad it doesn't load.

was wondering if you could do this with half as many people (would save you lots of energy)

ivan's picture
ivan

I updated the file. Is it playing fine now?

Ivan Raszl, admin of AotW

Guest's picture
Guest

works well

Guest's picture
Guest

Eher ein Grund, sich nicht für RWE zu entscheiden.

Guest's picture
Guest

Clear Message, gains sympathy for a big, not very sexy brand, very well executed. Good one!
Btw: Ivan, could we have more of Cannes 2009 please? :) anyway thank you for this site and inspiring ads from all over the world.

ivan's picture
ivan

Sure thing. I'll put up whatever is missing first.

Ivan Raszl, admin of AotW

Guest's picture
Guest

like it, amazing commercial! the fat guy looks a bit like shreck, doesn´t he?
seems to be a very curagious step for an energy company which is
most of the time more hated than loved

mpared's picture
mpared
562 pencils

I love the song!! nice one

Guest's picture
Guest

RWE is a green giant?! Oh, gimme a break...

Wordnerd's picture
Wordnerd
6662 pencils

very well executed. but the actual content? come on..

LucasPS's picture
LucasPS
523 pencils

Muy lindo de mirar, el concepto está bien me parece, buen comericial, nada del otro mundo tampoco.

Guest's picture
Guest

Me like!!!

Guest's picture
Guest

very well executed I love the animation love to see the cc and mat painting, nice song

zahir ali hod edit & director

Guest's picture
Guest

I better watch Ice Age 3

Guest's picture
Guest

National Geographic song?

Bob08's picture
Bob08
749 pencils

Everything was fine before the sunset.

Guest's picture
Guest

Gayest giant I've ever seen.

Still like it.

noreply's picture
noreply
2 pencils

Gayest giant I've ever seen.

Still like it.

Guest's picture
Guest

Why was the giant mining?

Guest's picture
Guest

This song is currently owned by the Discovery Channel. I'm sure these guys have rights as well, but it is used and creatively owned by the DS. Should have chosen something else.

Guest's picture
Guest

Bravo!!!!!

Guest's picture
Guest

congratulation for the lion!!
total deserve!

Guest's picture
Guest

wonderfull

Jorge Kubrusly's picture
Jorge Kubrusly
43 pencils

Stuning!

Shaulmv's picture
Shaulmv
14 pencils

Good

HappyHour's picture
HappyHour
2386 pencils

he ruined the amusement park

Guest's picture
Guest

like others' thought..a splendid execution..but concerned about the content and the easy green angle

Guest's picture
Guest

Discovery Channel Song?

Guest's picture
Guest

Dear JvM, dear RWE: You have now lost contact with reality.

Guest's picture
Guest

Greenpeace posted an answer today. You can watch it here: http://www.youtube.com/watch?v=xZFGYG7acz4

ivan's picture
ivan

What does it say in English?

Ivan Raszl, admin of AotW

Wordnerd's picture
Wordnerd
6662 pencils

'In 2008, 15 % of the power in germany came from renewable resources.'
'only 2% were generated by RWE'

R - very
W - little
E - Renewable Energy

I love it. That spot was pure hypocrism

Wordnerd's picture
Wordnerd
6662 pencils

News-Flash:
http://www.taz.de/1/zukunft/umwelt/artikel/1/rwe-laesst-demonstrieren/

For all non german speaking visitors of aotw:
This is an article from the daily newspaper of Berlin (TAZ), stating that rwe is sending their trainees to demonstrate PRO-nuclear power.

What is Greenpeace going to do now..?

kgeiger's picture
kgeiger
6843 pencils

From Greenpeace in English:
http://weblog.greenpeace.org/makingwaves/archives/2009/08/greenpeace_g...

Nice "viral" guys! ;)

samvijayv's picture
samvijayv
106 pencils

What does it say in English?
National Geographic song? but any way I love the song!! nice one.

Guest's picture
Guest

Very inspirational!

Once we rid of the global monetary system, we may have a chance to see a lot of exciting inventions and toys to play with. The Mayan Meter of Evolution states that we are in the 5th day, the "Day of Ethics" (beginning in October of 2008). One can only hope that this production, as well as others, will increases awareness. Free energy, no war, no hate, high technology... If we no longer have to think extra hard about building something to expire, we will be able to advance as human beings and explore the impossible.

Big appreciation to the team for putting this together.

Thanks!

Guest's picture
Guest

the spot is ofc that what RWE wanted to be communicated. it was also done in a very nice and positive way. so props to JvM. BUT if the product is crap you can't make it better with advertising. sadly.

Guest's picture
Guest

Good Idea

Constantin.01's picture
Constantin.01
66 pencils

WOW! Really an amazing piece of work.

Constantin.01's picture
Constantin.01
66 pencils

.

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