Protergia: The Roommates
Protergia tasked The Newtons Laboratory with increasing brand awareness among young adults in Greece. The client needed to address the high churn rate of energy providers during residential moves. The goal was to position Protergia as the preferred choice for new households by tapping into the relatable challenges of modern living, specifically the rise of flatsharing due to economic pressures.
Creative Idea
A grumpy uncle and his nephew bond over switching their energy provider to Protergia.
By framing the energy provider switch as a pivotal moment in a hilariously tense intergenerational roommate relationship, Protergia transformed a boring utility decision into a relatable, character-driven story that resonated with young Greeks navigating the housing crisis.
The Unlikely Roommates Behind The Energy Switch
Crafting The Generational Clash
The campaign was brought to life by director Argyris Papadimitropoulos, who leaned into the comedic tension of an intergenerational living arrangement. Rather than focusing on the typical student flatshare, the production team cast veteran actor Dimitris Piatas to anchor the narrative. This choice created a distinct generational gap that elevated the script, moving the focus from a standard utility advertisement to a character-driven study of domestic friction. The film was captured by cinematographer Giorgos Karvelas, utilizing a warm color palette to contrast the chaotic living situation with the seamless, reliable nature of the Protergia service.
Behind The Creative Engine
The project was a collaborative effort led by The Newtons Laboratory in Athens. The creative team, including directors Giannis Sorotos and Dimitra Andrikopoulou, worked alongside copywriters Dimitris Boutsikos and Nikos Tsatouchas to distill complex research into a relatable story. The production was handled by Boo Productions SA, with an original score composed by Bounce. The strategic foundation was laid by Kostas Verveniotis, who identified that the most effective time to capture a customer is during the high-stress transition of moving into a new home. By framing the energy switch as a solution to the "roommate struggle," the agency successfully turned a mundane administrative task into a memorable piece of brand storytelling.
Creative Strategy Deconstructed
Company
Protergia offered a reliable, easy-to-use digital platform that simplified energy management for modern households.
Category
Energy providers typically focus on dry, functional messaging about pricing and technical efficiency.
Customer
Young adults moving into new homes felt overwhelmed by both high costs and the friction of shared living.
Culture
The economic necessity of living with roommates became a defining, relatable experience for young Greeks.
Company
Protergia offered a reliable, easy-to-use digital platform that simplified energy management for modern households.
Category
Energy providers typically focus on dry, functional messaging about pricing and technical efficiency.
Strategy:
Use relatable interpersonal friction to make mundane utility choices feel emotionally significant.
Customer
Young adults moving into new homes felt overwhelmed by both high costs and the friction of shared living.
Culture
The economic necessity of living with roommates became a defining, relatable experience for young Greeks.
Strategy:
Use relatable interpersonal friction to make mundane utility choices feel emotionally significant.
Strategy Technique
Start With a Human Flaw
The strategy leverages the universal, messy friction of living with a difficult roommate. By anchoring the brand in this relatable human tension, the utility switch becomes a genuine, earned moment of connection.
Explore Technique
Creative Technique
Story-Driven Campaign
The campaign uses a long-form narrative structure to build a complex, evolving relationship between two characters. This allows the brand to integrate the product naturally into the emotional arc of the story.
Explore Technique
Craft Breakdown
This campaign excels through brilliant comedic acting, exquisite art direction, and sharply paced storytelling, turning an ordinary utility brand into an engaging narrative short film.
The comedic timing, expressive facial gestures, and brilliant dynamic between the young nephew and eccentric uncle bring genuine humor and warmth to the storyline.
The rich, meticulous set design and vintage styling give the apartment an immersive, quirky personality reminiscent of high-end cinematic feature films.
Witty dialogue and structured mockumentary-style interviews seamlessly integrate product benefits into character-driven narrative moments.
Thoughtful framing, playful angles, and rich lighting enhance the comedic visual storytelling and theatrical atmosphere.
“The seamless combination of quirky art direction, flawless character performances, and snappy comedic writing turns an electricity bill advertisement into an instantly memorable narrative piece.”
