Blind date

Urmas Villmann - Creative Director Andrus Niit - Copywriter Andra Järva - Project Lead Kuukulgur Film - Production

Background Estonian Gas changed its name to Elenger, reflecting its transformation from a national gas company to the largest privately-owned energy provider in the Finland-Baltic region, operating across six markets: Estonia, Latvia, Lithuania, Finland, Poland, and Germany. Elenger serves over 450,000 customers, delivering cleaner, smarter, better energy, including natural gas of Western origin, locally produced biomethane, and green electricity from its own solar parks in Estonia and Latvia. The Task Most of Estonia’s energy is still produced by burning wood pellets – essentially cutting and burning forests. Elenger set out to challenge this outdated practice by offering a cleaner and more modern alternative for heating and electricity. The Idea How do you make future energy feel modern? By going way back. We traveled to prehistoric times, the birth of fossil fuels, to humorously contrast today’s advanced energy solutions with the age-old habit of burning wood. The message: there’s a better way to heat your home – Elenger. Execution At the heart of the campaign was a very long film. Yes, Estonians are known for being slow-paced, and our humor aligns with Scandinavian absurdism. The film, with its friendly and ironic tone, aired in full length on national TV – uncut, during regular ad breaks. It was a bold move, but worth it.