Look around, not away

Creative idea

To raise awareness of rising electricity prices in Austria, MAXENERGY launched a bold and humorous campaign. Its centerpiece is what is likely the first TV spot in the world where all characters keep their hands over their eyes—symbolizing collective denial. As they blindly stumble through everyday life—spilling wine, botching haircuts, falling down stairs—the chaos illustrates the consequences of ignoring reality. Instead of fear or numbers, the campaign uses slapstick and exaggeration to convey: “Look around instead of looking away.” The result is a visually iconic, culturally resonant message that positions MAXENERGY as a smart and trustworthy alternative.

Brand name: MAXENERGY
Advertiser / client: MAXENERGY
Product / service: Electricity provider
Campaign name: Look around, not away
Agency network: INDEPENDENT AGENCY
Agency: TANTE EMMA, Vienna
Media agency: HAVAS
Additional company: FORAFILM, Linz
Production company: FORAFILM
Agency chief executive officer: Gianna Schöneich
Chief creative officer: Stefan Lippert
Art director: Christian Steininger, Cornelia Engl
Copywriter: Stefan Lippert
Designer: Rosina Lessmann
Client account director: Laura Minet
Film production: FORAFILM
Director: Siniša Vidović
Director of photography: Mikael Gustaffson
Agency producer: Snezana Maric
Post production: Christian Steininger