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2020 SILVER MARKETING DISRUPTORS
UNITED STATES
Energy Upgrade California The Most Energy Efficient Campaign Ever
Sam Renbarger, Head of Strategy Ben Wolan, Executive Creative Director Ari Weiss, Global Chief Creative Officer, DDB Worldwide Mark Krajan, Group Creative Director Aubrey Day, Associate Creative Director Ty Kendig, Group Account Director Sam Peterson, Senior Producer Clemency Beale-Collins, Communications Strategy Director
OMD
Ketchum
DDC
Alma DDB
SUMMARY
California had a dirty little secret. Despite being famous publicly for their eco-progressiveness, in private, individuals didn’t do enough to make a difference. While they were aware of energy actions they could take, many didn’t act. We needed to do more than talk the talk. We needed to show Californians that their little actions add up when taken together. This led to The Most Energy Efficient Campaign Ever: the first campaign where the ads themselves saved energy. In the end, millions of actions were taken and billions of kWh saved.
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