BC Hydro combines ambitious signage with simple messaging

British Columbia’s electrical utility is using the spring thaw as an opportunity to drive home a power-saving message to consumers across the province.

Created by Taxi Vancouver, the campaign is rolling out in print, on the radio, online and on the streets with a clever—but clear—message to use less.

While unique out-of-home signage appeals to environmental concerns and conservation, short and punchy radio spots focus on the pocketbook and feature the catch phrase “Save power, save money.”

Cynthia Dyson, BC Hydro’s director of marketing communications, said the campaign—which launched March 1—is designed to correspond with consumers tapering their electricity use after cranking the heat during the dark and cold winter months.

“With spring comes the chance to take some simple steps to reverse this trend,” Dyson said in a press release. “This is a very timely campaign.”

Along with tips to trim power use around the home—such as opening the curtains and turning down the thermostat—there’s also a reward aspect to the Smart Power program.

In fact, consumers can enter online to win a power-saving Samsung washer and dryer, along with other green-friendly prizes.

From a design perspective, however, Taxi Vancouver’s unique out-of-home media is perhaps the most ambitious part of the plan.

One execution combines a wall of living plants with the catchphrase “Let everything grow except your energy use.”

And another piece of street signage is adorned with a giant, three-dimensional power plug.

Taxi Vancouver’s creative director Matt Bielby said the concept was meant to appeal to the seasonal change.

“In spring, people love to change things in their lives. We spring clean, start exercising, eat healthier—even renovate (our homes). We tapped in to this mindset for BC Hydro,” he said.

“Spring is such a positive time of year, and it’s so easy to make positive changes to your electricity use. The Power Smart campaign embodies this. No matter how small the change, it all adds up.”