Swedish electricity company Skellefteå Kraft's concept '100% renewable advertising' has one rule: Nothing New. Instead, old commercials from the 1960s and 1970s are reused and given new voice-over to create quirky TV commercials.The concept is working wonders for the brand and liking has increased from 24 % to 67 % (March 2017- October 2019). The concept also fills a bigger purpose, as the advertising budget saved on production is donated to environmental research.In a low-interest and low-commitment category, the choice of electricity provider is mostly based on emotion and liking. At the same time, Skellefteå Kraft strives to be a positive player in society at large, running several initiatives such as building the world´s first solar-powered off grid-house (Zero Sun) adapted for the climate of the Swedish North and offers 100% renewable energy to both businesses and private consumers. But when every electrical company on the market says the same thing, how can you walk the talk?CreditsVoltCopywriter: Kristoffer WernaldArt director: Karl Andersson, Viktor ArveAccount Director: Jörn ArnellAccount Manager: Melina Svéd, Susanna Svedjeholm, Lisa PetersonVisualizer: Staffan Kjellvestad, Daniel ErikssonGraphic design: Helena LindkvistPlanner: Kaj Hettman, Anton BlanckHead of PR: Martina LarssonPR/Creative: Samuel SkwarskiFlickorna LarssonRadio production/soundSkellefteå KraftMarketing Communications Manager: Anki HögdahlStrategist/marketing: Jessica KarlssonStrategist/Digital channels: Maria CarlstenMarketing Director: Patrik Grantås