The Magic of Reusing

Agency: Havas Lisbon


Old billboards turned into Christmas decorations in Portugal.

This Xmas, EDP - the world number 1 in the Dow Jones Sustainability Index - chose to keep the magic of Christmas whilst proving that reusing is a sustainable alternative.

More than 500 reused posters spread the magic of Xmas across Portugal. The company wanted to celebrate Xmas while encouraging the Portuguese to adopt sustainable practices, such as reusing.

The campaign, created by Havas Lisbon, was seen in many of Portugal’s cities, including Lisbon and Oporto. The agency partnered with JCDecaux and MOP and is part of EDP’ new brand positioning: We Choose Earth.

Once again, the company has just been nominated as the most sustainable integrated electric company in the world by the S&P Dow Jones Sustainability Index (DJSI) and reached its 2022 goal of eliminating 100% of all single-use plastics. And, by doing so, it followed the European Union's directives.

The EDP group also announced that it recycled a total of 197 thousand tons of waste in 2022, representing a 193% increase in the group's recycling rate compared to last year.

This professional campaign titled 'The Magic of Reusing' was published in Portugal in December, 2022. It was created for the brand: EDP, by ad agency: Havas Lisbon. This Outdoor medium campaign is related to the Public Utility industry and contains 6 media assets. It was submitted 9 months ago by Senior Copywriter: Bernardo Tavares of Havas Lisbon.


Agency: Havas Worldwide Portugal
Executive Creative Director: Paulo Pinto
Senior Copywriter: Bernardo Tavares
Senior Art Director: André Dias
Production Director: Pedro Silva
Graphic Production Director: Luis Sampaio
Client Services Director: Sérgio Resende
Account Executive: Maria Croft

Brand: EDP
Head of Brand Global Unit: Catarina Barradas
Deputy Director of Global Brand: Rita Alvaro Dias
Global Brand Manager: Marta Marques
Global Brand Specialist: Teresa Ferreira

Production Company: Fast Forward
Director: Nuno Martins
Filmmaker: Guilherme Correia
Edition and Grading: Eugénio Francisco
Sound: André Duarte


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