Between greenwashing and our divided political environment, sustainability has become a somewhat taboo word for many people. With the ask of an awareness campaign to highlight Kentucky’s largest energy provider’s sustainability initiatives, we had to reframe how people understand sustainability and its relevance in our lives to reach all Kentuckians.
Sounds of Sustainability
LG&E and KU
Sharing the true power of a cleaner and greener Kentucky.
The Challenge
The Solution
Get people to embrace sustainability by highlighting clear, tangible ways LG&E and KU’s efforts are already benefiting all of us and contributing toward a cleaner, more economically viable and more beautiful Kentucky.
CREATIVE APPROACH:SIMPLIFYING SUSTAINABILITY
There’s a lot of talk about sustainability. So, we turned off the noise, literally, and turned up the simplicity. We let the power of natural sounds and simple, undeniable, factual messaging communicate the efforts and lengths LG&E and KU go to daily to create a cleaner, greener Kentucky.
AUDITORY AHH
Kentuckians can relax because LG&E and KU are doing more and more every day to protect our state through dozens of sustainability programs and initiatives. Radio was created to center listeners and help them find their inner energy Zen.
"RELAX" RADIO
00:30
DIGITAL DISPLAY
MOTION THAT CREATES EMOTION
Sustainability isn’t static. Neither are the digital display ads. Each was created to pique interest and pull through the sonic thematic of this campaign in a soundless medium.
SOCIAL
SOUND OF SCROLLING
We give ears a break. Instead of scrolling past loud noises and talking, LG&E and KU provided a peaceful reminder about their sustainability efforts.
HAVE A PEEK
BEHIND THE SCENES
Who needs actors and dialogue when you have naturally occurring audio and beautiful, interesting and impactful visuals? This also meant less people on set, less travel and less of an impact on our environment – although, we could have used a couple extra hands wrangling sheep.
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