To offset negative reactions to a series of rate increases, we moved to a value message. Research unearthed some interesting tidbits of information. Many people think it costs much more to power everyday items than they really do. Most are surprised, even shocked, to learn just how little it costs to, say, take a 15 minute shower. In other words, they're naturally inclined to think electricity is a pretty good deal, after all, but someone needs to connect those dots for them. So that's what we did.

Executionally, we did not want to look flashy. Because flashy means expensive. And the last thing we wanted to do was to draw attention to the cost of the advertising itself -- always a concern in the world of utilities.

This campaign was supposed to run less than a year. It would up running three. Below are just a few of the dozens of snackable, low-budget spots that we created.