We go faster with the power of wind - EDP | Clapboard Ad Archive

EDP’s campaign We go faster with the power of wind, launched in April 2025 across Brazil, Portugal, and the United States, harnesses the dynamism of Olympic gold medallist Melissa Jefferson to embody the transformative potential of wind energy in the public utility sector. Created by Havas Lisbon, the campaign situates Jefferson on a track adjacent to one of EDP’s operational wind farms, where she challenges her personal best sprint time with the turbines spinning behind her, visually and conceptually tying human athletic achievement to renewable energy’s propulsive force. This vivid narrative, which fits squarely within Clapboard’s FORMAT#5 EXEMPLARY STORY classification, foregrounds the product—wind energy—as a vital enabler rather than mere backdrop, illustrating how EDP’s commitment to sustainability actively accelerates progress both literally and metaphorically. The film’s storytelling is economical yet impactful, using the real-world setting of a wind farm and the authentic performance of an elite athlete to elevate the brand’s message beyond technical environmental claims into the realm of human aspiration and possibility. By staging this experiment in speed and power, EDP repositions wind energy from an abstract solution to a tangible force that enhances everyday life and future potential, making renewable energy accessible and inspirational for a broad audience across multiple markets. The campaign’s strategic use of Melissa Jefferson—a figure synonymous with speed and excellence—amplifies the message of energy transition by aligning it with universally admired qualities of determination and achievement, which resonates strongly within public service communications focused on sustainability. Clapboard rates this campaign 63/100. This campaign matters to the industry because it demonstrates how utility brands can leverage authentic storytelling and high-profile talent to reframe renewable energy as an active catalyst for human progress rather than a passive environmental imperative.