Con Edison is introducing its first TV spot as part of a new integrated campaign to encourage New Yorkers to become energy-efficient.
The "Energy of New York" creative, developed with Havas NY Village, features real residents as a voiceover suggests how ConEd can help people live cleaner for the next 50
"With this campaign we wanted to remind people about the power we have to power our city," says Harry Bernstein, chief creative officer, Havas NY. "From the real New Yorkers we captured to the NY-based director behind the lens, we’re all in this together as we look to make a meaningful difference in our energy future.”
OOH takeovers will be introduced at select high-energy subway stations and places in the city, including Union Square, Fulton St, Bedford Ave and Lex/53rd St.
The Havas team was entirely led by women and they used New York-based director and production house Dress Code.
The reason Havas went with a local production shop was because "we wanted this to be rooted in NY. It’s a NY brand that supports New Yorkers and business owners. For New Yorkers by New Yorkers," says an agency spokesperson.