MY WORK
I get paid to provoke you.
The most touching campaign ever.
Every second of every day, millions of homes across the Northeast are losing energy, costing residents money and unknowingly increasing their carbon footprint. National Grid wanted to bring the consequences of all that energy loss closer to home. Because, if people really understood how their home’s energy leaks affect their wallet, chances are they’d do something about it.
Our solution? To make the invisible, visible. We invited consumers to discover where their homes may be leaking energy (and money) with a series of interactive experiences across the Boston area. Thanks to science—and the development of thermochromic ink—even the print ad was interactive. Commuters were left entertained, informed, and taking action.
This was a win-win for people and the planet.
107 million impressions and 4,725 on-screen interactions achieving 119% of annual energy savings goals.
CW: Heather Baldock
CD: Kevin Willard