Repsol It has begun a new brand stage. A new positioning and a new visual identity seek to transfer to society the transformation experienced by the company over the last years and its commitment to a multienergetic strategy. All this communicates now with the campaign “Switches”, designed by Fire walk with me.

The creative agency is responsible for the repositioning campaign after being the winner of a contest called by Repsol at the end of March this year.
The work is built on the strategic consulting exercise carried out by Picnic and the visual identity design carried out by Saffron. Thus, it is articulated around the new Claim of the brand, “With all the energy”, and presents the new image of Repsol in the final still.

Attending to the company’s vision about the role that energy plays in the lives of people and the progress of society, “switches” arises, which gives prominence to this daily element. The piece, with Canada production, makes the switch a symbol of the power that each one has to launch what is important.

The announcement is articulated around Paradox of the object And it establishes that, despite its name, it is able to activate energy and makes everything dissent and advance. In a parallel between the switch, which interrupts the darkness, silence, doubt or routine, Repsol is positioned as the engine and driver of people and society.
“Energy plays a crucial role in the progress of people’s and society’s life. It is a reality that we wanted to convey in this campaign”, Said Natalia Villoria, Director of Advertising, Sponsorships and Public Relations of Repsol, in a statement from the agency.

“We were looking to create something iconic and memorable, which would represent the vision of Repsol of energy, but also of the people”, Says Luis Conde, co-founder and Chief Strategy Officer of Fire walks with me, in statements to Reason.WHY. “The campaign helps to make Repsol a closer, more human brand, to provide it with proximity and put it at the service of people”

The intention of the campaign is to move the double sense of the Claim “with all the energy.” “It is a look forward, towards the will to innovate and find solutions to the challenges of the energy industry”, Says Conde to this medium.“Repsol claims the importance and role of energy as an element that allows progress, and has a lot to say there with its diverse offer”

The objective of “switches” is, therefore, to lay the foundations of what the brand will be and reinforce the Leadership perception of the company. To do this, raise discourse to work iconicity and distinction. “This iconicity is found in the balance between leadership and humanity, in showing that behind everything that makes people progress”, Says Natalia Carranza, Director of Strategy of the Agency.”This implies putting people and their progress first”

They also understand it from the brand. “With this ode to energies, from Fuego walks with me they have managed to perfectly synthesize the essence of our Claim. We want to accompany people’s lives with all the energies they need, as they need them and when they need them”Said Verónica Buelga, how multienergy b2c + e-commerce at Repsol, in a statement.

“Switches” supposes the second work of fire walks with me for Repsol after “Balance”, The fuel presentation campaign Diesel Nexa 100% renewable. That is now understood as a declaration of intentions at the communicative level for Repsol before the repositioning that he has now presented.

Luis Conde assures that it was a starting point, since when he focused on the product and presenting some visual and narrative codes very typical of motoring and technology, he also put the people in the center. In this sense, from Fuego walks with me they assure that there has been a continuous will between both pieces, especially in regard to the translation of the vision of the brand of advancing, looking to the future and discovering the possibilities of energy.

“They are two pieces in which the Craft stands out and the intentional construction of a visual universe”, Points the Chief Strategy Officer of the agency to this medium.“There is care and detail, an aspirational tone that seeks to differentiate itself from category codes”In the case of“ balance ”, Blur producer was worked together.

“Switches” has premiered on television in Prime Time this June 18. Will have executions in a variety of formats, following media planning worked by Carat. The Media Agency won the account after the celebration of a contest called by the company at the end of last year.

The strategy will seek national scope and will have a Wide media mix With the focus also on novel formats, both in digital and conventional supports. The first one that has been seen has been a canvas placed in Avenida de América (Madrid) with the Claim and the new identity of the brand.