There's nothing like creating an energy conservation initiative for a company that's been vilified by the green movement. I developed the name/messaging approach and collaborated with the creative team to develop three audience-specific microsites, along with a host of collateral pieces and social content.
Beyond the obvious challenges, it was interesting to see how mainstream audiences embraced the idea of taking small steps to make the world a better place. I was also fortunate to develop the centerpiece of the campaign - a commercial that was planted on YouTube and other video sharing sites. The spot was then embedded in the campaign website, Facebook and in-video banners.
The challenge with this spot: Make a number like 800K tangible to audiences. What would it be like if hundreds of thousands of cars just disappeared?
This full page ad promoted the program in a range of print pubs, from Fresh Home to Midwest Living.
