Utrecht Energized
Reframing parked electric vehicles as infrastructure for city energy resilience.
The Fresh Problem
An electric car spends most of its life parked and idle. Nobody in the category was asking what that stationary fleet could do for the grid it was drawing from — the question had not been framed yet, so no competitor owned it.
The Move
The cars became a two-way energy network for the city, feeding stored power back into the grid. It is now Europe's first vehicle-to-grid car-sharing service.
Why It Worked
A fresh problem nobody had named created a category with no incumbent. The work did not win a share of an existing market — it defined the market.
CCO · Publicis Netherlands · 2025
Work led by Eduardo Marques as Chief Creative Officer or Executive Creative Director over a 31-year career. This is the founder’s body of work, not a ROCKMILK client roster — what carries over is the pattern, and the judgment that found it.