Meet the Watts

BBDO wanted the agency to become aware of energy conservation.

The challenge was to get a bunch of cynical ad folks to care about shutting down their computers and turning off lights. But everyone knows you can't sell a salesman. So we gave them the ol' one-two punch:

1. Create adorable creatures to get people emotionally invested.
2. Brutally murder them to teach an agency a lesson about energy efficiency.

What was supposed to amount to one poster turned into a full-fledged campaign with five animated films, over a dozen posters, stickers, tips on conservation, a take over of the agency intranet and a savings of $57,000 over the course of one summer.