Relevance to Thumbtack:
A deep dive into diverse representation and needs across the neighborhoods of Puget Sound.
Puget Sound Energy
"The Reputation ad campaign strategy is all about leading with the heart. We wanted a campaign that could make customers feel good about having PSE as their energy partner. We feel very lucky to be able to link arms with our partners at Hydrogen, who approached this work with perspective, gusto and wild creativity. This work has helped pull our brand closer to its community—not by selling or persuading, but by relating."
–Amreen Papar,
Corporate Communications Manager,
Communications Strategy
Problem
You really only think about your power company for two reasons: your bill comes in the mail or your power goes out. Puget Sound Energy came to us to try to change that. They wanted to show their customers that PSE has more to offer than just keeping the lights on.
Solution
Most times awareness advertising is about bringing the brand forward, but to help solve PSE’s unique challenge, we did the opposite—we gave the brand the opportunity to take a step into the background and let the people they serve and the moments they power come forward. We used real people to bring these endearing moments to life, and focused all our energy on making things feel as true-to-life as possible.
Case study video
Broadcast and OOT
Social
Outdoor
