Clean Energy Lives Here
Digital OOH Campaign [Graphic Designer]
BRIEF
Our creative team developed a multi-channel out-of-home campaign to support the Clean Energy Lives Here website refresh. The campaign introduced three new audience personas and translated the refreshed digital experience into static digital billboards and animated subway placements throughout the Boston area.
PROBLEM
The challenge was to communicate clean energy solutions for three distinct audiences while creating a cohesive experience across static and animated formats. With just 15 seconds for the subway placements, we needed to quickly communicate the purpose of the campaign and direct viewers toward the website.
INSIGHT
The OOH campaign needed to feel like an extension of the website rather than a separate campaign. The website refresh introduced new colors, photography, and visual elements for each persona, creating an opportunity to carry those same cues into the physical environment and build recognition across both experiences.
SOLUTION
We used the bold persona colors from the website as a visual organizing system across the campaign, pairing them with large, high-contrast typography designed for quick readability. For the animated subway placements, motion helped introduce information in stages while maintaining a clear hierarchy, allowing viewers to understand the message within a limited viewing window.
OUTCOME
The campaign brought the refreshed Clean Energy Lives Here experience into high-visibility public spaces across Greater Boston. Digital OOH placements ran during the Boston Marathon, including locations along the marathon route, at Fenway Park, and on major highways throughout the area, extending the reach of the website refresh beyond the digital experience.
CREDITS
Creative Direction: Leslie du Roure
Art Direction: Michael Coleman
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