“Create a new beginning with ENGIE” – a new communication platform of ENGIE Romania, signed by Cheil | Centrade

Ads, Creativity

ENGIE Romania launches a new brand communication platform, “Create a new beginning with ENGIE”, which brings to light the stories of those who use their energy to create, day by day, memorable experiences to share with their loved ones, even when the world around them is changing. The campaign is created by Cheil | Centrade, appointed last year as the company’s integrated brand consulting and commercial communication agency.

The insight of the campaign is based on the fact that, for ENGIE, people are not just consumers of energy. However, with every gesture, good thought or smile, they are creators of energy for those around them. In a world where we face new challenges, energy creators find ideas for new beginnings, turning every moment into a memorable experience that should be immortalized and passed on. ENGIE provides the stage for people to perform their little surprising stories, full of emotion and humor.

“We wanted a campaign that speaks about the consumer and his “at home” experiences, a preferred place, especially in the current context, for conventional energy, but also for the creative one. The consumer thus becomes the protagonist, the cameraman, the director of everyday experiences, which we often ignore, despite their symbolic charge. He is the creator of energy. His current, authentic and delicious stories inspire us to reinvent ourselves and create a new beginning of the way in which we build the relationship with our clients”,

Amalia Anghel,

responsible for the strategic and CSR vision of the ENGIE brand in Romania.

Through people’s experience and taking into account the energy market, ENGIE Romania is inspired by the stories of energy creators, through which they constantly adapt their range of products, offers and digital tools to better meet consumers’ expectations, allowing them to focus on what is really important to them.

Mihai Gongu, ECD Cheil | Centrade, explains the creative approach

“From the pitch phase, we wanted a communication platform completely different from the clichés of the category and that makes the ENGIE brand as vibrant and relevant as possible. Especially in this very special year, the year of the pandemic, but also the one in which customers make important decisions regarding the energy supplier, we chose to talk about Romanians as energy creators for their loved ones and about the way ENGIE encourages their creativity with state-of-the-art products and the most suitable integrated offers.”

The communication platform “Create a new beginning with ENGIE” proposes a series of spots using home videos formats, dedicated to different consumer targets – young & family, seniors, those passionate about new technologies and those involved in the community. The platform integrates both traditional business segments – natural gas, electricity and technical services for natural gas installations and thermal power plants – and new business areas, that focus on innovation and green energy – ambient temperature monitoring solutions, photovoltaic panels and charging stations for electric cars, but also social responsibility projects supported by the company.

“We have imagined a campaign that is as close as possible to the look & feel of the UGC universe (user generated content), and while shooting we experimented with different types of cameras, from GoPros to smartphones of various types and even a vintage DVCAM, which we edited carefully in post-production to maintain a genuine look and feel,”

Alina Zaharescu and Alex Roșca,

Group Creative Directors at Cheil | Centrade.

The campaign will be launched in several stages on TV and online, including dedicated executions for social media and activations in partnership with brand influencers, as well as an internal communication campaign.  


ENGIE Romania

  • Head of Corporate Communication: Amalia Anghel
  • Project Manager: Loredana Modoran
  • Project Manager: Ramona Sărărescu
  • Internal communication coordinator: Andreea Ionescu

Cheil | Centrade

  • ArtDirectors: Victor Trifan, Bogdan Popescu
  • Group Creative Directors: Alina Zaharescu, Alexandru Roșca.
  • Executive Creative Director: Mihai Gongu
  • AV Director: Monica Garbur
  • Account Director: Mara Grigorescu
  • Sr. Account Executive: Andreea Silvia Predoiu
  • Group Account Director: Codruța Strat
  • Client Services Director: Carmen Miruță
  • Head of Strategy: Ștefan Chirițescu
  • DTP: Dan Butoi 

Production House: CyclopsFilms

  • Regizor: Iulian Moga
  • DOP: Tudor Lucaciu
  • Production Designer: Mihaela Popescu
  • Production Manager: Oana Ursachi
  • Producers: Marius Bucur, Viorel Rădulescu

Photographer: Vitalie Brega

Videographer Social Media: Adi Bulboacă

Post-production video: Chainsaw Europe

  • Image editor: Silvia Matei, Smaranda Paraschiv
  • Sound editor: Hasan Nasser, Andrei Vasilache
  • GFX: Dragoș Tănase
  • Post production coordinator: Raluca Iuteș, Oana Manea

Photo-illustrator and storyboard: Valentin Pețuhov

Media agency: United Media Services

  • Dragoș Andronache – Head of Digital
  • Mircea Horlaci – Digital Media Manager
  • Andrei Gabroveanu – Media Specialist
  • Gabriela Bujor – Media Specialist
  • Oana Stoica – Senior Media Buyer
  • Sînziana Florescu – Media Buying Director

Cheil | Centrade is one of the leading integrated communication companies and the regional hub for Cheil in South-East Europe (10 markets), coordinating creative and communication strategy for Samsung. Cheil | Centrade’s portfolio also includes First Bank, NN, Raiffeisen Bank, Dr. Oetker, Mondelez, KTI, Point Pickup, ANAIS, Hospice Casa Speranței and United Way. In 2018, Cheil | Centrade Bucharest launched DIA, a unique data intelligence service center, providing services to European markets. Recently, Cheil | Centrade was the only Romanian agency awarded in the latest edition of London International Awards and, also, the single Romanian agency represented on the Euro Effie jury panel.

Centrade is part of the International Holding Centrade USA, with operations is Bucharest, Houston and Zagreb. The Holding also includes Chainsaw Europe, Kubis Interactive and Epidemic Worldwide.