Let’s hear it from
the haters
Charged Conversation
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Evify
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Charged Conversation ⚡️ Evify ⚡️
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Objective:
Create instant relatability and spark conversation -
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Contributions:
Development, art direction, copywriting and animation. -
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Results:
A one-month, omni-channel campaign featuring 50+ ad variations.
Concept
The online store for EV chargers and accessories, Evify, has build it’s business on a smooth customer experience – and digital ads. But this time, they were looking for something different.
With 22 high-traffic OOH placements across Sweden, the goal was to take their brand beyond the feed. And to do it with an unexpected spokesperson:
Kenneth.
The stereotypical 60-something EV skeptic. The kind of guy who fills comment sections with all-caps rants. A painfully familiar figure to anyone having anything to do with green tech.
Instead of ignoring him, we handed him the mic.
Execution
There was no shortage of source material. I picked through the comments, focusing on the short, punchy ones – optimised for quick impact in high-traffic spaces.
To let Kenneth’s words shine, I designed a simple, UX-inspired layout system with bold typography and strict hierarchy. And because no screen had the same dimensions, I built a modular design system that scaled effortlessly across both OOH and social formats.
Since the concept and channels were a clear departure from Evify’s usual style, the biggest challenge was maintaining brand recognition throughout.
With no product imagery to lean on, I relied entirely on brand cues – colour, type, logo and motion – to deliver consistency, clarity, and a healthy dose of irony.
Result
One month, 50+ assets, three channels – and a whole lot of Kenneth.
The campaign expanded Evify’s presence beyond social media and injected personality into a competitive, often uniform market. By leaning into humour and friction, it helped the brand stand out without losing credibility.
It sparked conversation, reached new audiences and strengthened brand recognition – both online and IRL.