TXU
When a company known for building highly efficient coal plants wanted to begin to evolve audiences’ perception of their company, two critical things became clear. First, it was important to tell people about the tangible things the company was doing; simply saying they were changing would never be enough. And second, research clearly demonstrated that TXU had to connect what they were doing to people’s lives throughout Texas. So by using something as comforting as a nightlight, and as ubiquitous as a teenager’s messy room, we began to build a campaign that could evolve along with the company. Many consumers wanted the coal plants gone altogether. But everyone wanted uninterrupted electricity. So once we could talk about coal plants that were 80% cleaner as a strong step in the right direction, we were able to begin the process of bringing a new, forward-looking TXU to light.