Enel`s strategy was to become more environment oriented and, at the same time, to build an image as a responsible company, in a country in which “sustainability” just got in the dictionary. They launched electronic billing, a service designed to save the tons of paper used for the printing of the traditional bills. So how could we change people’s mind, when they are reluctant to change? For one month, Enel sent out the electricity invoice printed on seeded paper. When you got the bill, you could consider it the last paper invoice and bury it forever. Something green would grow out of it, to sustain the eco-friendly message and to reinforce Enel’s image as a responsible company. The campaign has been awarded a Bronze Lion at Cannes in the PR environmental category.