To strengthen KN Energies’ position as an employer, challenge perceptions of working for a state-owned company, attract new talent and deepen existing employees’ emotional connection with the organisation. At the heart of the “Nepriklausomybės inžinieriai” campaign were real KN Energies employees and the meaning behind their work. We connected energy independence with the wider story of Lithuania’s economic and political independence, showing that a career at KN Energies means more than working in the energy sector. It means contributing directly to the country’s resilience and independence.