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YPF Luz
New Brand Concept: Energy where it has to be
YPF Luz is a fairly young brand in the process of making a name for itself. Problem is understanding how electrical power comes to be and ends up in our hands –or in business’ hands– is not that simple. So to reposition the brand, the launch campaign relied on something we can all easily grasp: this is the power with which sketchbooks are made, schools and hospitals function, factories and workshops produce, businesses open, places stay safe at night… in other words, and including their sustainable policies, the energy of YPF Luz is exactly where it has to be.
¨Generation¨ (TVC)
In the following spots, powerful visuals literalize the ¨generation¨ of everything that is enabled and comes to life when electrical power does, while introducing the brand’s tagline.
YPF Luz - ¨Generation¨


YPF Luz - ¨Generation¨
00:49
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YPF Luz - Team
00:15
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YPF Luz - Partners
00:15
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¨Generation¨ (Social Media)
Seizing the different format opportunities that online ads grant, cinemagraphs were created to further illustrate that what matters most isn't the power generated by YPF Luz, but what becomes possible because of it, focusing on energy that's in the right place.
Made with YPF Luz
A year went by and YPF Luz wanted to continue forging this new positioning, this time in a B2B approach addressing potential buyers of renewable energy... and with a lot less budget.
So, instead of delivering hard facts about wind turbines and operations all across the country, we leveraged something far more humble like the first time around: the fact that other companies that chose us to produce their goods (textiles, concrete, sodas, cars) are a testament to the power this renewable energy and the growing potential of YPF Luz as a partner company every step of the way.
"Hecho con YPF Luz" - 110 Metros


"Hecho con YPF Luz" - 110 Metros
00:30
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"Hecho con YPF Luz" - Textiles
00:15
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"Hecho con YPF Luz" - Camioneta
00:30
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