GREEN MOUNTAIN ENERGY

for good

People hate their energy providers. Period. They just hate them. As far as hate goes…Americans have their hot buttons. From most hated to slightly least hated it goes: car dealers, politicians, cable companies, then energy providers. (Ad execs are right up there too.) The point: The work had to make Green Mountain Energy liked. The odds were against them. The idea stated that the world is a dark and rotten place — to play right into how people feel about energy companies. That certainly got their attention. Then the point was made that, in fact, the world is an amazingly wonderful place filled with puppies and cookies and grandparents and hugs and kisses and rainbows not to mention, rain, wind and sun — which Green Mountain Energy takes and makes into clean energy. Other than that…the world is a dark and rotten place. People loved the work and the brand as well. The click-thru rate was 7 times the national average on the banners. Here’s to rotten things and some not so rotten things.