Con Edison
Energy for Every Day

How to cultivate city-wide support for clean energy by shining a light on the every day moments that make New York special.

THE BRIEF

Con Edison faced a challenge: they wanted New Yorkers to support their clean energy progress, but customers weren't connecting with it. People were focused on the cost, not the value. The task was to generate support from people who see Con Edison as an expensive bill and not much more.

THE SOLUTION

The solution was to position Con Edison as "The Home Team," essential to New York City life, powering the moments that matter. This concept was brought to life as a TV spot using the tagline "Energy for Every Day." The campaign asserted that there is no New York without Con Edison by showing how their work fuels the city and its people.

THE APPROACH

The overall approach was to show moments that reminded New Yorkers what made their city special, fostering a shared affection for New York from Con Edison and its customers. New York moments were captured in an editorial style, with he photography and film approach inspired by New York Times photojournalism.

The campaign was activated through film (with the TV commercial as the centerpiece), social media, and display advertising. Sadly, only TV ad and social cutdowns went live, but the ad concepts below were critical as part of the campaign development and showed the tone of voice essential to the campaign.