“Potential Energy” :60
“We were the first agency to make work for the Potential Energy Coalition, a top-tier climate action organization tackling different audiences through cultural relevance. Our first foray with them targeted young Southern conservatives in a completely ridiculous way by suggesting that ‘The Florida Man’—as seen in memes—was an endangered species who needed to be saved. This project was our second mission, and its audience was very different. Our research showed that big gains could be made with suburban moms who could be flipped from ‘believers’ to ‘concerned.’ This was our message to them. We took a funny, no-nonsense approach because we know that moms don’t love to be bullshitted, as you may remember from your high school years.”