Iren Luce Gas e Servizi is one of the leading companies in Italy’s energy industry. In a very difficult moment for the energy industry, Iren came up with a new promo (a 14% discount) and asked us to bring it on national TV. First, we realized that 14% is basically 1/7, so we… invented a new day of the week. “Irendì”, is our way to transform a heavily sales-oriented operation into an opportunity to tell the core values of a brand who wants to stand next to its customers in a difficult time. We imagined Irendì as a series of movie-like and dreamy awakenings, which bring us to a magic finale.