Energy Upgrade Sheds Light on How Californians Have the Power to Harness Clean Energy

DDB San Francisco has released its latest campaign for Energy Upgrade California - an organisation dedicated to bringing California together to meet the state’s energy goals.

'The Collectors' film is a metaphor elevated by beautiful cinematography designed to draw attention to the abundance of clean energy California has to offer. That is, except during peak hours from 4-9pm where clean energy gives way to fossil fuels to meet demand. The message, that Californians have the power to harness clean energy, is brought to life by depicting people across the state capturing solar and wind energy in their everyday lives.

“We wanted to remind Californians that the power to choose cleaner energy sources and prevent damage to our environment is in their hands,” said DDB San Francisco executive creative director, Ben Wolan. “It’s hard to engage people emotionally about something as mundane as their energy bill, which is why compelling storytelling was so essential for this project.” 

The spot, shot by lauded director Peter Thwaites, turns something as intangible as electricity into something fun, magical, and ultimately memorable.

The campaign will run from November into 2021 across broadcast, print, digital banners, radio, and in-feed across social platforms.