EWE: The future is already in your home.

EWE presents solar panels, battery storage, a heat pump and an EV charger as one connected system. Energy is generated, stored and used where it is needed. The communication needed to explain that relationship and convey the potential cost benefit of a connected home.

The creative task was to turn technical components into an understandable story. People needed to see what those connections could mean for their own home. The campaign called for an idea that could make the invisible visible.

“Die Zukunft steckt schon in deinem Zuhause” — the future is already in your home. The idea grounds the subject in everyday life. The house is familiar; the new perspective reveals the system behind it. The story builds towards a reveal as an ordinary building becomes a connected home.

The golden EWE Flow light trail guides that story. It connects the solar panels, storage, heat pump and EV charger in a closed loop. Golden outlines highlight the components. The final key visual shows the resident in front of her connected home.

The process began with two communication approaches: a direct price message and an emotional interpretation of potential savings as a lifestyle benefit. As we developed the film, we reduced the second layer. It drew attention away from the core task of explaining the system.

That sharpened the focus: how does the system connect, and how can we tell that story? Three storyboard directions explored different answers:

• “Der Flow beginnt” — the flow begins: the light trail takes one continuous journey through the system.
• “Was du nicht siehst” — what you cannot see: an X-ray view reveals the connections behind the facade.
• “Follow the Flow”: the sun provides the starting point for a journey through the energy system.

We selected the reveal approach. It builds anticipation and makes the connection between the components the dramatic high point. The system becomes clear as the story unfolds.

We developed three different openings around that structure. The middle section and closing message stay the same; only the opening changes. This prepares the films for a focused comparison of their beginnings, while the shared structure keeps the message consistent.

This is the Creative Engineering principle in the project: structuring a creative idea so it can be developed into variants and compared systematically. Concept, storytelling and format planning work together.

The design has a different job at each touchpoint. The connected home leads the initial awareness creative. Closer to a product decision, individual components and their use come into focus.

• Awareness: large-format images of people and families, connected by the golden Flow.
• Social and display: recognisable creative that translates the central idea into each format.
• Product consideration: solar panels, storage, a heat pump and an EV charger in use, highlighted by golden outlines.
• Motion: a 20-second spot with three opening variants, 16:9, 9:16 and 1:1 formats, plus a 6-second bumper.
• A common closing image: the resident in front of the connected home and the German campaign message “Senke deine Stromkosten durch ein vernetztes Zuhause. Mit EWE im Flow leben.”

The campaign material uses “€0.14 per kWh” as a price badge, giving an abstract subject a concrete starting point. This case documents the message used in the creative. The prices and savings shown are not a general promise for every household; EWE’s applicable offer terms and calculation assumptions determine their scope.

Our contribution connects the campaign idea, visual concept, storyboard development and opening variants with a format plan across channels. The golden Flow carries the story from the first image to the product creative.

For offers that need explanation, that connection matters. A visual motif can attract attention and communicate how something works at the same time. For EWE, the Flow performs that role by visibly connecting the products.