"Reclaim The Power"

Creatively, we wanted the aesthetic to echo that of WW2-era advertising. We wanted the people in El Paso Electric's service area to feel like they were a part of something bigger than themselves; like they were members of team. We wanted them to know that, by each making individual upgrades, they could help transform the energy landscape and make El Paso a better, more energy-efficient place.

We also wanted to highlight a much more tangible result of upgrading: Saving money. We highlighted two main opportunities: In the short term, El Paso Electric offered rebates to customers who made upgrades. In the long term, the energy saved by these upgrades would lead to lower electric bills.

We also leaned slightly into the social pressure aspect of saving energy and money in positing that these savings were something worth showing off

The campaign leveraged social, paid, programmatic, CTV, and Out of Home to in both English and Spanish to try and appeal to the broadest audience possible.