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Greenchoice

From Greenchoice you get positive energy. Not only from our 100% green electricity from sun and wind, you also automatically support nature projects both nearby and far away

This collaboration showed that real impact arises when you put authentic stories at the center. By bringing together CEO Coen de Ruiter and solar farmer Paul, we created a human connection that makes the energy transition accessible to everyone.

Thijs Verheugen - Meaningful Brand Activation Director dentsu

Challenge: Credible sustainability communication in a polarized debate

Greenchoice wanted to share their authentic story of energy transition at a time when solar energy policy is under pressure. Research shows that sustainability communication comes across as 51% less credible than regular communication. The challenge was to give a human face to the energy transition and make complex policy topics accessible to all Dutch people.

Solution: From Pig Farmer to Solar Farmer

We brought together CEO Coen de Ruiter of Greenchoice with solar farmer Paul, a former pig farmer who made the switch to sustainable energy. By connecting these two real people, we created an authentic human story instead of corporate storytelling. The short documentary showed their meeting and conversation without scripts or teleprompters. The project was executed in collaboration with Paul Verhoeven and Dentsu, with BrightVibes taking responsibility for authenticity and storytelling.

Results: 230,000+ people reached with positive energy

The campaign reached a total of more than 230,000 people (15% above target), including 185k video views and 676 reactions. The content generated approximately 1,400 click-throughs to the BrightVibes article. The campaign demonstrated that authentic stories are a powerful tool to make complex topics like energy transition understandable and inspiring.