Energy Upgrade California

The Goal
Remind Californians that saving energy has a real impact.

The Idea
The California people love doesn’t exist by accident.

From coastlines to forests to the air itself, the places people care about are shaped by the choices they make every day, including how they use energy. We created a series of campaigns that connected everyday energy use to protecting the lifestyle and environment Californians value most.

Across film, digital, activations, and OOH, we reframed saving energy as something personal, achievable, and worth doing.