Spark was asked by Scholz & Friends Berlin and RWE to research personalities that had at some stage in their life an interesting career change. RWE’s agency Scholz & Friends Berlin created exclusive video portraits that captured the successful career change. The videos formed the basis for RWE’s rebranding campaign to introduce Innogy to consumers.
RWE ran a campaign on TV and social media for a fortnight that asked the viewers what they would do with their lives if they could start out again? The campaign featured German hip hop star Samy DeLuxe as the voiceover artist but didn’t carry any branding of RWE or Innogy. Viewers were asked to use the hashtag #RESTART when posting their thoughts and ideas on social media. There was also a non-branded website where people could find restart stories of 5 well known personalities and also of some more ordinary members of the public.
The personalities used for the campaign included
Sir Tim Smit – from music executive and songwriter to eco visionary with the world renowned Eden Project and the Lost Gardens of Heligan.
The BossHoss – from office workers to hugely successful music act
Wotan Wilke Moehring – from punk to acclaimed actor
Reiner Meutsch – from travel entrepreneur to flying ‘angel’
Sarah Wiener – from celebrity chef to organic farmer
Spark also negotiated the fees and agreements on behalf of RWE/Innogy. Spark also researched and cleared additional footage and photographs and negotiated the buyout for Sammy Deluxe doing voice over for the teaser film.