What it had to solve
Make people care emotionally about something as mundane as an energy bill, and remind them that they can choose cleaner energy and prevent environmental damage.
The idea
Show electricity as something people physically collect: shoppers of sun and wind in everyday scenes, as a metaphor for using clean energy while it is abundant.
How it works
DDB San Francisco made 'The Collectors', a metaphor film shot by director Peter Thwaites with cinematography that depicts people across the state capturing solar and wind energy in everyday life. It runs from November 2020 into 2021 across broadcast, print, digital banners, radio and in-feed social.
What it did
The source reports no results. It says the campaign would run across broadcast, print, digital banners, radio and social from November 2020 into 2021.
Background
In November 2020 DDB San Francisco released its latest campaign for Energy Upgrade California, an organisation that brings the state together to meet its energy goals. The centrepiece is a film called 'The Collectors', described as a metaphor lifted by beautiful cinematography.
The film's aim is to draw attention to the abundance of clean energy in California, except during peak hours from 4pm to 9pm, when clean energy gives way to fossil fuels to meet demand. The message is that Californians have the power to harness clean energy, and it is shown by people across the state capturing solar and wind energy in their everyday lives.
DDB San Francisco executive creative director Ben Wolan said the team wanted to remind Californians that the power to choose cleaner energy and prevent damage to the environment is in their hands. He said it is hard to engage people emotionally about something as mundane as an energy bill, which is why compelling storytelling was essential. Director Peter Thwaites shot the spot, which turns something intangible into something fun, magical and memorable.
The campaign was set to run from November into 2021 across broadcast, print, digital banners, radio and in-feed placements on social platforms.
Why it lands
Electricity has no image, so the film gives clean energy a tangible gesture: people reaching out and gathering sun and wind.
Naming the 4-9pm window ties the lovely image to one specific action, avoiding fossil-fuelled peak hours.
Treating a utility message as storytelling goes after emotion first, since the agency says bills do not engage people on their own.
What you can take
When the subject is invisible and boring, give it a physical action people can picture, such as collecting what you want them to use.
Since then
The source reports no results; at publication the campaign was starting to run and was planned to continue into 2021.
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