Luminus and Boondoggle go all-in for Generation Zero

After winning the employer branding pitch last summer, Boondoggle is now signing off on the full rebranding and the new employer branding campaign for Generation Zero, the Luminus program for young talents eager to contribute to a CO₂-neutral energy future.

Generation Zero boasts a brand-new visual identity that echoes the design language of the Luminus brand, also developed by Boondoggle. The iconic switch in particular, now reimagined with a more modern, colourful and dynamic twist, is well aligned with the profiles the program aims to attract.

Accompanying this new branding, the 2025-2026 campaign embraces a resolutely modern, fresh and ambitious approach. The line “Be part of the new energy era” is a tagline that not only captures the mission of the program and the Luminus Electrify 2030 strategy but also the collective spirit of a generation that is ready to take on the zero-emission challenge.

The initial launch took place at the end of last year, featuring Early Bird assets and a dynamic Key Visual, followed by a second wave that rolls out in early 2026 across Meta, Snapchat, TikTok, Student.be, Indeed, Reddit and via Performance Max, as well as DOOH near university campuses. This predominantly digital strategy is designed to meet young people right there where they get informed, connect, and take action.

" With Generation Zero, we’re not just looking to hire. We want to bring together a generation of like‑minded young professionals united around a shared mission: accelerating the transition to carbon-neutral energy. Boondoggle has captured this collective spirit and translated it into a vibrant, modern and future-focused campaign.”

Kris Hackars, Employer Marketing manager at Luminus

By powering up Generation Zero with new energy, Boondoggle once again demonstrates its ability to go “Together, beyond.”

Credits:
​Client contact: Kris Hackars
​Account team: Anne-Lore Vestraets, Sofie Jossart
​Strategy: Stijn Cox, Olivier De Laet
​Creative Director: Kristof Snels
​Creation: William Lambiet, Gilles André
​Design: Nadia Tweepenninckx, Léa Bouissou, Dorien Bradt, Stefaan De Vos
​Producer: Bérengère Lurquin
​Production company: Crush