Recharge the Eco-system
A campaign for an EV battery company, built on one image: a battery whose charge levels are an ecosystem.
The problem
An EV battery brand needs to say something about the environment without sounding like every other brand saying something about the environment. The category is full of green leaves, spinning globes and statistics nobody finishes reading.
- Platform
- Campaign, social and blog banners
- Timeline
- 2021
- My role
- Concept, art direction and execution
- Made at
- Goego, Mumbai
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The substitution
One move: put a habitat where the charge bars go. The battery is left as a plain outline so the eye reads the container first and the contents second, which is the order the idea needs.
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Three climates
Ocean, forest and arctic, each with its own palette and its own animal, so the set can run for weeks without repeating itself while staying obviously one campaign.
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The hashtag
#staychargedup carries the pun into social, where the headline cannot be restated every time without wearing out.
A campaign for Goego, an electric vehicle battery company in Mumbai. Concept through to final execution.
The line the work is built on is recharge the eco-system, and the whole campaign is one visual move made three times. A battery is drawn in silhouette, and inside it, where the charge bars would sit, is a world: an iceberg above the water and an orca below it, a forest against a sunset with a wolf at the shoreline, an arctic huddle of deer, fox and polar bear. The bars of charge become the strata of a habitat. Charging the one is charging the other.
It works because it does not argue. There is no line about emissions, no statistic, no melting-globe cliché. The claim is carried entirely by the substitution, and the reader completes it themselves in the second before they read the words. That is the whole job of a campaign image in a feed.
Each execution takes its palette from its own habitat, deep blue for the ocean, a warm brown for the forest, a pale silver for the ice, so the set reads as one idea in three climates rather than three posts. #staychargedup carries it into social, where the pun does the work the headline cannot repeat.
In an age of climate change this is the piece I am most glad to have made. A battery company arguing for alternative energy is arguing partly for itself, and the honest way to do that is to point at what is actually at stake rather than at the product.
The project
Credits
- Client Goego
- Concept and design Rabi [Rabiul Islam]