The price of energy in EU has reached record levels. Customers feel they are being ripped off by the big electricity companies. In response, AMPGY, a company that installs solar panels for self-consumption, was born. The goal: to empower users to feel they are the owners of their energy. The problem: there are already more than 770 solar energy companies in Spain. What could we do to make a difference? We launched a promo revolution. “I'm embarrassed to have sex with the light on” Porn, influencers with perfect bodies... Gen Z has self-esteem issues. It even has a name: body shaming, and affects over 45% of young Spaniards. They don't even have sex with the light on anymore. What if AMPGY, a sustainable and cheap energy company, could get them to turn the lights back on? Well, they are also the most conscious and activist generation. So, we gave them something to rebel against. Switching on the light means self-esteem, confidence and complicity. It means body-positive. So, we called against the conventional, against prejudices... And against the electricity prices set by the big electricity companies. How? We launched a discount to convince our audience to have sex with the lights on again. We used the wild posting for cover the streets with teaser messages, redirecting to a landing page where you could discover our manifesto and (of course) the discount. Positioning ourselves as sustainable, cheap... and sexy energy.