California Public Utilities Commission

Stephanie Green, Executive Division Supervisor
Daisy Yee, Executive Division, Analyst

DDB San Francisco *Lead Agency

Sam Renbarger, Head of Strategy
Ben Wolan, Executive Creative Director
Ari Weiss, Global Chief Creative Officer, DDB Worldwide
Mark Krajan, Group Creative Director
Aubrey Day, Associate Creative Director
Ty Kendig, Group Account Director
Sam Peterson, Senior Producer
Clemency Beale-Collins, Communications Strategy Director

OMD

Ketchum

DDC

Alma DDB

California had a dirty little secret. Despite being famous publicly for their eco-progressiveness, in private, individuals didn’t do enough to make a difference. While they were aware of energy actions they could take, many didn’t act. We needed to do more than talk the talk. We needed to show Californians that their little actions add up when taken together. This led to The Most Energy Efficient Campaign Ever: the first campaign where the ads themselves saved energy. In the end, millions of actions were taken and billions of kWh saved.