'The Latecomers (I’ll meet you at midnight)

Creative idea

Protergia’s Latecomers, is a film that combines Greek tradition, and emotional resonance. The ad features two strangers rushing through Athens on New Year's Eve, battling traffic and crowds to reach a countdown party. They arrive just seconds before midnight, only for the power to go out, leaving them stuck together in a lift. This blackout at midnight ties into a Greek tradition of turning off the lights to symbolize clean new beginnings and collective reflection before welcoming the new year. We use this moment to convey that energy is not just about kilowatts, but about connection, emotion, and memorable moments.

Brand name: Protergia
Advertiser / client: Protergia
Product / service: Protergia
Campaign name: Protergia Xmas Campaign
Agency network: INDEPENDENT AGENCY
Agency: The Newtons Laboratory SA
Production company: Picky Productions
Agency chief executive officer: Andreas Grigoriadis
Creative director: Andreas Grigoriadis, Giannis Sorotos, Dimitra Andrikopoulou
Art director: Argiro Paschou, Fotini Bini
Copywriter: Nikos Tsatouchas
Account director (agency): Maria Foskolou, Antonis Bafaloukos
Film production: Picky Productions
Director: Martin Werner
Director of photography: Thimios Bakatakis
Music: Musou
Additional company: Art Director: Maria Kalafata Styling: Daphne Iliaki Editor: Fotis Vasilis Grade: Didrik Braathen Marketing Manager/Protergia: Anastasia Makrogkika Senior Brand Marketing Manager/Protergia: Eirini Portaliou Senior Media & Advertising Officer/Protergia: Kyriakos Pachos Marketing Director/Protergia: Maro Asimaki