• by Fern Siegel , June 4, 2024

Green Mountain Energy, a renewable energy retailer, has launched a new brand campaign: "Lucy's World."

Created by PMG, Lucy, an animated firefly, illustrates how a better future is possible with green energy. The spots are directed by Laurie Rowan via the Nexus Studios.

Lucy's cheerfulness captures the campaign's central message: Small actions can lead to big changes.

"We aim to illuminate the path to cleaner energy usage with engaging, thoughtful storytelling that resonates with both longtime sustainability pros and newcomers," said Amy Nutall, director of marketing, Green Mountain Energy. 

The campaign, which highlights the importance of the greater good, includes 6-, 15- and 30-second spots that run on multiple platforms: video, social, display and OOH advertising.

The work includes "Light the Future," "Wind" and "Sunshine."

More than just an ad for Green Mountain Energy, the focus is to influence our future energy choices.

Andrew Harper, executive creative director at PMG, said: “Green Mountain Energy is different than other energy companies and needed a campaign that embodies the vision of what the world could be. We show a world full of life and opportunity with a production approach that is actually sustainable itself. The animated world can be used again and built upon as we shine a light on a better world.”

PMG's client work includes Madewell, Nike, Sephora and The Economist.