Lowe Campbell Ewald, Los Angeles teamed up with newly created brand Energy Upgrade California in a state government effort to start a conversation around energy and water use management in anticipation of the summer drought season, predicted to be one of the worst in the state’s history.
Since California is a fragmented state, with its citizens pledging allegiance to a specific region, Lowe Campbell Ewald knew they needed to draw on a unifying factor. So they leveraged the bear from California’s state flag, turning him into a relatable character who sits atop the flagpole by day and enjoys all the state has to offer his work day is over, while also educating Californians on how they can help California stay golden. In the spot, he shares valuable tips like replacing old bulbs with LEDs and using a programmable thermostat. He concludes by directing viewers to Energy Upgrade’s site. With a perilous drought season ahead, hopefully citizens of the Golden State heed his advice. Credits after the jump. Read more