Good Plan, Zonneplan

The Dutch energy landscape is dominated by complexity and unpredictability, with most suppliers charging fees when consumers feed excess solar electricity generated by their environmentally conscious solar panels back into the grid. The system creates a feeling of powerlessness forcing consumers to navigate fluctuating prices and confusing contract terms. Energy supplier Zonneplan offers a different approach: no feed-in fees.

A new campaign for Dutch energy supplier Zonneplan that takes an unconventional approach to energy marketing, using absurdist humour and visual drama to highlight the chaos of the Netherlands' volatile energy market.

Created by ACE Amsterdam and directed by Angelo Cerisara through HAMLET, ‘Good Plan, Zonneplan’ uses a distinct visual style and humour in a category that typically relies on serious messaging.

Drawing on the contrast between chaos and clarity, a slightly over-the-top presenter interrupts a series of absurd, unhinged scenes that visualize the stress and unpredictability plaguing energy consumers: wild price fluctuations, widespread confusion, and a pervasive sense of helplessness. These exaggerated "Bad Plan" moments represent the old energy paradigm.

The presenter then confidently introduces Zonneplan's alternative: an integrated system allowing consumers to generate, store, and use their own energy through solar panels, home batteries, and smart chargers - restoring calm, control, and common sense to household energy management.

The campaign is running online on TV, digital and social channels throughout The Netherlands.