We didn’t want to politely enter the market. We wanted to hack it. Where others talk about “saving money,” we talked about taking back power. A movement rather than a message. Because when you give people control, you don’t sell them energy. You hand them the switch to autonomy.
Through bold visuals and copy, #HEGGTHESYSTEM became a rallying cry. From online films to out-of-home, from social challenges to smart data storytelling, the campaign turned rebellion into relevance. We didn’t just introduce a brand. We introduced a mindset: Don’t follow the system. HEGG it.
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