2024
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The San Francisco Public Utilities asked us to develop a campaign to drive enrollment in their SuperGreen 100% Renewable Energy product, stipulating that the campaign should be supported by an out-of-the-box, culturally-competent activation.
We recommended that the campaign focus on renters. They comprise over 60% of the SF population and most aren’t aware they can upgrade to 100% renewable energy—just like homeowners.
Our creative team decided to use a visual pun to playfully convey the idea of making your apartment Super Green, by first constructing a detailed recreation of an apartment living room and then literally painting the set, and everything in it, vivid green. The resulting video made for scroll-stopping digital content—but that was only the first half of the idea. The “SuperGreen ” apartment was broken down and reassembled at street fairs across the city to create an Instagram-able pop up that extended the digital campaign, fueled our social campaign and inspired San Francisco residents to sign up for SuperGreen clean energy, on the spot.
Credits
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Sunny Idea (HK) Limited, ZenithOptimedia
Category
Integrated Marketing - Integrated Marketing Campaign
Country / Region
Hong Kong SAR
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Lenovo Research SD&S Lab
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Experiential & Immersive - Virtual Reality
Country / Region
China
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JRP Inc.
Category
Video - Documentary
Country / Region
United States
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BSB Group International
Category
Video - Sports
Country / Region
United States