Government initiative to influence Californians to be better energy consumers with the ultimate goal of reducing greenhouse emissions by 30% before 2026. Production included managing all partners, including media buying, transcreation agencies, digital, PR and public affairs collaborators. Media included traditional plans across broadcast, internet, social, OOH and print as well as event activations, brand partnerships and celebrity influencers. Challenges included smaller budget and the difference between changing the behavior of a population and selling a product.
Brand, music and celebrity partnerships helped to expand reach as well as curb costs. Content examples below were all produced and executed in-house. One partnership included utilizing a donated McDonald’s billboard along Los Angeles’ 405 with solar technology that displayed McDonald’s OOH by day and Energy Upgrade California’s campaign by night. Another was to produce numerous pieces of content that were subsequently distributed with paid media as well as fed to corresponding California brands with healthy social media followings who we identified as having already committed to impactful energy conservation, including Sierra Nevada Brewing and Equator Coffee.
Iconic brands such as Pam, Slim Jim, Reddi-Wip and Hebrew National. Sample project included partnership negotiation with Disney, glam squad for the Chef and Carmela (chicken), and full-service post in-house, including editing and puppet clean up.
Small chain restaurant with local needs spanning Florida to California with limited budgets and quick turn arounds. Examples include spots where kids say the cutest things, taping into a local hero and food porn.