BC Hydro, one of the largest electric utilities in Canada, has launched a $1.9 million an integrated campaign to draw attention to how electricity is currently wasted. The campaign includes new television commercials, community events and online marketing.
The television ad, titled “Ridiculous Lights” shows that the most ridiculous things about wasting power, by leaving a lights or computer on, is that for some reason we don’t think it is ridiculous. The videos “work” and “home” show it in a hilarious way. Check out the “work”, “home” spots and both in a single video below.
At home & at work
“We found that the idea of ‘waste’ got a strong reaction because nobody wants to be seen as being wasteful,” said Simi Heer, a spokesperson for BC Hydro.
That message was reinforced with a street marketing event last week from event marketing firm Smak where actors lived in two three-by-six metre structures made out of recycled shipping containers with glass walls to showcase how – and how not – to live and work in an energy-efficient manner.
Each day, the actors lived on a typical day-to-day routine and show how people can make changes in the workplace and at home. Displays affixed to the exterior of each cube condo provided simulated consumption readings to allow the public to see the difference in the energy use when comparing energy-efficient living to inefficient and wasteful behavior.
Each year, BC Hydro hosts Power Smart Month in October to educate customers on the benefits and ease of conservation at the time when energy consumption begins to increase for the colder months. More information about this year Power Smart Month you can find in BC Hydro website www.powersmart.ca
Advertising Agency: DDB Canada, Vancouver, Canada
Creative Directors: Dean Lee, Cosmo Campbell
Art Director: Chris Moore
Copywriter: Neil Shapiro
Agency Producer: Sue Bell
Account Executives: Terra Cochrane, Karen Martin
Production Company: Suneeva
Director: Michael Downing
Post Production Co.: School
Editor: Jon Devries
Online/Animator/SFX: Paul Binney
Recording Studio: Wave Productions
Audio House Producer: Craig Zarazun
Audio House Engineer: Craig Warrian
Music Composition: Bob Smart