Luminus - Boondoggle Havas : "Worries OFF, Smile ON."

Boondoggle Havas and Luminus have just launched a new multimedia campaign that puts the My Luminus app in the spotlight. With this new app, you can check your daily energy consumption at a glance. This way, Luminus offers an answer to the consumer's increasing demand for more control over their energy consumption and especially the costs this entails. At the same time, Boondoggle Havas introduces a new, fresh, and remarkable visual identity for the brand. This new style came to life thanks to a close collaboration with all the persons in charge at Luminus and once again epitomizes the agency's motto: "Together Beyond."


On towards a more personal energy management

This campaign's metaphors and real-life examples illustrate our daily energy management. A user who flicks a wind turbine into a higher gear with his fingertips or swipes away a single cloud to optimize the efficiency of his solar panels are some of the figures of speech used. A more realistic example of all that's possible with the My Luminus app is adjusting the monthly advance with one gesture. And this makes it very real because by closely looking at your yearly settlement, one can save money on his energy bill. In short, this campaign encourages us to wipe out our worries and turn our frown upside down. Put otherwise: "Worries OFF, Smile ON." That's the Luminus effect. 


A movie…

Front and center in the campaign is a 30" TV commercial directed by the French director Grégory Ohrel, who attained world fame with his video "This is not America" (Grand Prix Entertainment 2022 at the Cannes Advertising Festival) and his collaborations with the French rapper Orelsan. The original soundtrack accompanying the film was composed by Poum Tchak. Two other exceptional special guests are worth mentioning: a poney that grows and grows right in front of our eyes and a cat with a big grin.


…and a multimedia campaign.

To assure the biggest audience possible, this storytelling is also translated to radio, (D)OOH, and OLV. The campaign also marks the kick-off for the new Luminus style: 'The Switch.'

Inspired by the rounded corners of a digital on/off switch, this visual identity symbolizes the conviviality and customer-friendly service Luminus is renowned for. A green, rounded space on the left-hand side fluently expands to the right, bridging the picture and the text. This constantly moving green shape embodies the main message Luminus stands for, its determination to make the energy transition a positive experience for us all.

"Worries OFF, Smile ON" is Luminus' and Boondoggle Havas' invitation to think more personally and ingeniously about energy. By doing so, we will move toward a greener and more connected future for everyone.




Agency: Boondoggle, Havas
Advertiser: Luminus
Client team: Marleen Nijsten, Bart Swings, Pierre-Anne Jacqmain
Account team: Anne-Lore Vestraets, Antje De Laet, Janiek Weijen
Strategy: Stijn Cox, Olivier De Laet
Executive Creative Director: Mathieu Cardon ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ Concept providers: Gilles André, William Lambiet, Good.
Copy: Lesley Dewilde
Motion Design: Anne-Sophie Cayon, Dorien Bradt ​
Design: Nadia Tweepenninckx, Stefaan De Vos, Léa Bouissou
Planning: Karine Uytterhoeven ​
Producer Boondoggle, Havas: Cynthia Pire
Production video & photo: Disturb
Special thanks to Emeline Fouya
Director: Grégory Ohrel
Photographer: Sélim Djegham
Sound: La Vita ​
Music: Poum Tchak


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About Boondoggle

Boondoggle is a full-service digital native creative and customer experience agency, employing over 60 people in Belgium. With holistic brand building approach at its core, Boondoggle delivers creativity through advertising campaigns, digital media and marketing services, integrated with innovative digital products and services. The agency brings together smart people from diverse disciplines to make this happen - including writers, service designers, art directors, UX specialists, brand strategists and developers. 

Boondoggle has a combination of international and local clients, including Beobank, Luminus, Danone, Nomad Food Group, Achmea, NATO, Bancontact Payconiq Company, Stellantis Finance, BioBest, AstraSweets, Trends/Tendances, NCOI, ADESA, TWEGOS, Federale Verzekeringen et Jacqmotte. Boondoggle’s promise is “Together Beyond”. 

Boondoggle's belief is that collaboration is the key to creating meaningful brands, products and services and the agency strives to work together with its clients to take them beyond.


Havenkant 6, bus 508 3000 Leuven Belgium

+32 486 25 92 17