The Eni brand today: combining past and future

Eni’s story continues to be written every day by thousands of men and women around the world. Their experience and the specifics of their work provide the inspiration for the firm’s latest advertising campaign. Although it is an innovative company, always looking to the future, Eni nevertheless holds true to its history and its values; it has always talked about innovation, dialogue, co-operation and culture. The six-legged dog, which these days is called upon to represent a wider array of meanings than ever, shows that we are able to maintain our link with a history that goes back over 60 years while facing a new set of challenges.

Eni with Italy: the institutional campaign

The new campaign highlights Eni’s initiatives and commitments in Italy and features a number of people who talk about how Eni’s ideas have taken root and will continue to come to life in Italy thanks to the work and commitment of its people who, give shape to the company’s projects, transforming them into reality and icons of the issue involved: the sun for solar energy, a car for biofuels, a virtual reality mask for training or a backpack for alternating school-work initiatives. But also tank for the transport of bio-oil from the transformation of organic waste (at the heart of the Waste-to-Fuel spot) and a insulated house using an innovative and ultra-light thermal material Extir Galileo.

The 2015 campaign

Since its foundation, Eni has put people and substance at the heart of its work. Key traits for the company are courage, trust in the future and in new ideas. So too are flexibility and the ability to anticipate and follow through change – essential if we are to be able to adapt to all possible scenarios, both national and international, so new value can continue to be created. Today, despite facing many challenges, Eni is evolving still, constantly aiming to improve both its work and itself as an organisation. The new commercial campaign tells the story of a company built by people who produce energy using their own energy; the narrative focuses on their work and highlights the technological and human skills involved. The hands filmed at work in different contexts make clear reference to the ideas of substance, experience and pragmatism that inspire us. There is a story, technology and skills behind every action; this campaign allows the company to reach into people’s homes and talk about itself, putting across the message that actions speak louder than words. The campaign’s tagline is an evocative and direct summary of this new spirit:

The six-legged dog embodies our values, while our actions move with the times

Certain symbols are fixed in the public imagination – instantly recognisable and inextricably linked with a particular brand or product. Eni’s six-legged dog is a fine example – a logo that immediately relates to the company and its values, telling a story of courage, innovation and substance that combines loyalty to the past with trust in the future. The way in which the Eni brand identity was defined and evolved combines Italian expertise and design with an openness to looking further afield. It describes every aspect of the company’s philosophy, centred on passion for technological innovation and progress, alongside essential values such as integrity, respect for people and environmental protection. Today the company is a dynamic organisation, capable of interacting with an increasingly-competitive market without turning its back on protecting the individual and the landscape. In its advertising campaigns Eni remains true to the values of the past, while adapting them to the times and the actions of the present.