Iberdrola - Turnstile Turbines
Iberdrola, a European wind energy leader, tasked Weber Shandwick with demonstrating their innovation and commitment to renewable energy amidst an unprecedented energy crisis. They aimed to engage the public by showcasing how collective, everyday efforts could contribute to energy solutions, fostering a sense of shared responsibility.
Creative Idea
Transformed subway turnstiles into mini wind turbines, converting commuter movement into green energy.
Iberdrola transformed everyday subway turnstiles into 'Turnstile Turbines,' harnessing the collective energy of 4.5 million daily commuters to generate green electricity, demonstrating that renewable power can be produced from unexpected, consistent human effort during an energy crisis.
Turning Human Commuters into Renewable Energy Generators
136 Megawatts of Human Kinetic Energy
The pilot program at the Miromesnil Metro Station proved that micro - kinetic energy harvesting is a viable urban strategy. While the six prototypes generated 2,200 watts per day, the data modeling revealed a staggering potential: scaling the technology across the entire Paris Metro could produce 136 megawatts annually. This output is sufficient to power a full subway line while offsetting 30,000 tons of CO2. The activation resonated deeply with the public, as 73% of commuters surveyed post - interaction reported a newfound desire to transition to renewable energy providers.
Engineering the Automatic Watch Mechanism
To bridge the gap between a simple turnstile and a power plant, Iberdrola collaborated with 14 engineering students from JUNIA HEI. The technical design drew inspiration from automatic watch movements, utilizing a complex series of gears and a flywheel to convert sporadic physical pushes into a continuous rotation for a DC motor. The team replaced standard turnstile arms with custom 3D - printed blades modeled after aerodynamic wind turbine rotors. This energy was immediately utilized on - site to power large digital displays that provided commuters with real - time feedback on their collective energy contribution.
From Paris to The Today Show
The campaign transcended local transit news to become a global policy talking point. American media personality Al Roker showcased the turbines on The Today Show, using the project to challenge the New York City MTA to modernize its infrastructure. The installation even drew an official visit from a French Senator, elevating the "wasted energy" concept into national legislative discussions. Although the RATP noted that a system - wide permanent installation remains cost - prohibitive, the project remains a benchmark for Ambient Guerrilla Marketing.
Creative Strategy Deconstructed
Company
Iberdrola, a leading wind energy provider, leveraged its engineering expertise to innovate renewable solutions in unexpected urban environments.
Category
The energy sector typically highlights large-scale, often remote, renewable energy generation, overlooking micro-sources within daily urban life.
Customer
Amidst an energy crisis, people felt a collective responsibility and desired tangible, easy ways to contribute to energy efficiency efforts.
Culture
An unprecedented energy crisis in Europe created a cultural imperative for collective effort and innovative solutions to avoid power cuts.
Company
Iberdrola, a leading wind energy provider, leveraged its engineering expertise to innovate renewable solutions in unexpected urban environments.
Category
The energy sector typically highlights large-scale, often remote, renewable energy generation, overlooking micro-sources within daily urban life.
Strategy:
Transform overlooked daily human actions into a visible, collective contribution towards a larger societal challenge.
Customer
Amidst an energy crisis, people felt a collective responsibility and desired tangible, easy ways to contribute to energy efficiency efforts.
Culture
An unprecedented energy crisis in Europe created a cultural imperative for collective effort and innovative solutions to avoid power cuts.
Strategy:
Transform overlooked daily human actions into a visible, collective contribution towards a larger societal challenge.
Results
The Turnstile Turbines project, developed by Iberdrola and Junia HGI, generated more than 2200 watts per day from the installed prototypes. If deployed across the entire Paris underground system, Turnstile Turbines could generate enough energy to power an entire line and save more than 30,000 tons of CO2 per year. One social media post also noted that "this technique could heat 40 homes per year." The campaign generated widespread media attention, resulting in over 130 million impressions across various platforms.
30,000 tons
CO2 saved per year
130 million
impressions generated
2200 watts
generated per day
Strategy Technique
Build an Utility, Not an Ad
Iberdrola created functional energy-generating turnstiles, a tangible utility addressing the energy crisis. This demonstrated their innovation and commitment to renewable solutions, making the brand's message actionable and impactful.
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Creative Technique
Turn Message into Product
The campaign's core message - that human effort can generate renewable energy - was physically manifested as functional turnstile turbines. This turned an abstract concept into a tangible, interactive product, making the idea immediately understandable and impactful.
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Craft Breakdown
This campaign's craft is exceptional for transforming a brilliant, environmentally-conscious idea into a tangible, functional public installation that seamlessly integrates advanced technology into daily commuter life.
The actual engineering and development of the 'Turnstile Turbines' as a functional, first-of-its-kind prototype, capable of generating significant power from human movement, is a remarkable technological achievement.
The industrial design of the turnstiles ensures they are not only mechanically sound but also user-friendly and visually integrated into the existing high-traffic metro environment, making the innovation accessible and intuitive.
The true magic of this campaign emerges from the seamless synergy between a visionary idea and its robust technological realization, brought to life through thoughtful design and art direction in a public space.
