A breaking energy awareness campaign aims to gently present consumers with two separate messages about modernization. One is pleasing to hear, concerning increased use of renewable energy sources. The other, less so, about the increased energy demands that all, or at least, most consumers are now making. The campaign comes from the Tri-State Generation and Transmission Association, which “wholesales electricity to the regional utilities who in turn sell directly to consumers” (if you can follow that thought). It was created by advertising agency Cactus, Denver.
Photography shows old-fashioned settings that have been outmoded by new ways of using power. The photographer, Randal Ford, of Austin, Texas, was chosen, says Cactus creative director Norm Shearer, for his “knack for smashing two different visual ideas together in one photograph.”
The campaign’s goal is to increase public awareness of both the supply and demand sides of an informed energy policy. The household juxtapositions are intended to suggest the larger-scale modernizations going on in power generation and transmission, changes which, the ads’ text notes, will increase Tri-State’s use of “clean and green” renewable energy sources. The visuals are also intended to remind today’s consumers of their increased power usage. The campaign runs in city and community newspapers across four Western states.
CD: Norm Shearer
ACD/AD: Jeff Strahl
CW: Ryan Johnson