BC Hydro breaks Team Power Smart campaign
By Adnews Staff
BC Hydro has begun a new campaign promoting energy conservation called "Team Power Smart." The month-long effort, which also introduces a new brand image for the Power Smart program, was developed by DDB Vancouver. According to the company, this is the largest advertising campaign for Power Smart since the program was introduced by BC Hydro in 1989. The initiative includes three television commercials, nine print ads, mock classified ads, radio commercials, radio remotes and online materials. The TV ads depict energy conservation fans cheering and waving pennants when people turn off electrical devices. During the campaign, at least one Power Smart newspaper ad will run in every newspaper in the province each day. The print ads promote compact florescent lightbulbs, Energy Star window rebates and a refrigerator buy-back program. Fake classified ads in the Vancouver Sun and Province promote Energy Star windows as a way to improve the salability of houses. "The Team Power Smart campaign creatively demonstrates the simple lifestyle changes that can make a difference in conserving electricity, and also communicates the collective sustainable action that is required to help BC become electricity self-sufficient," said Dean Elissat, group account director at DDB Canada. The new brand identity was created by Karacters Design Group. A new website, located at <http://www.bchydro.com/teampowersmart>, has been constructed by Tribal DDB.