National Grid: Turning a utility in a movement

Challenge: Establish National Grid as part of the solution to global warming

Solution: Start a movement called the Power of Action that inspires customers to save energy

Utilities are among the lowest-interest categories in advertising. The work is often boring, feel-good imagery. But for National Grid, Mullen transcended the category by creating a campaign that united consumers, built communities and changed behavior. The Power of Action campaign used a polar bear named Floe to demonstrate that simple and surprising adjustments in everyday behavior can go a long way toward preserving the environment and changing the image of an energy company. With television and print driving to a community-based website that allows users to adopt their own polar bear, Floe is now a truly integrated creative campaign.