CEZ Group needed a considerable change of image. It had to transform from a faceless giant to a humble leader who cares most about the satisfaction of its customers. Our campaign was at the beginning of this transformation. The Adoption TV spot was the first of the many stories showing how the energy of CEZ (the biggest power supplier in the Czech Republic) only comes second- because it is always the people’s energy which comes first. The campaign used TV, print, outdoor and digital platforms and told a story of a couple who wanted to adopt a child. A story of human passion and energy, supported by energy from CEZ.