• by Larissa Faw , September 25, 2015

The Ontario Power Generation (OPG) operates nuclear power stations, biomass facilities, hydroelectric stations and dams that generate more than half of Ontario’s clean power. 

Now OPG and its AOR KBS+ Toronto are introducing "Powering the Future" to increase awareness of the company’s role as "Ontario’s clean and reliable power generator, committed to safe and environmentally sustainable energy for today and in the future," according to the agency.

In the past, OPG’s campaigns have largely focused on promoting safety around its generation stations, especially around dams and hydroelectric stations. "This campaign is different in that it promotes the ways in which OPG brings value to consumers and by highlights the role OPG plays in protecting the environment," says Marie Magnin, group account director, KBS+ Toronto. 

The campaign's creative illustrates how the end of coal-powered energy affects all members of the local community by showing a diverse group of individuals of varying ages and race/ethnicities. Then the ad suggests that through OPG's coal-cutting actions, the power generated is 99.7% free of smog and greenhouse gas emissions, contributing to better, healthier lives down the road.

The :30s and :60s TV spots launched on network and specialty channels across Ontario on Sept 14th as well as online at www.opg.com. Digital and print ads complement the campaign.

The ads can be seen here and here.