In a major integrated media campaign, Mekanism teamed up with Venables Bell & Partners to help PG&E and its San Francisco customers showcase ways to address the challenges associated with climate change and environmental stewardship. The central focus of this campaign is LetsGreenThisCity.com - an online green guide to help individuals identify ways to support the environment.
Designed as an engaging education tool, this interactive online user's guide is introduced by a series of short films, each containing green facts and tips. Jason Harris, Executive Producer at Mekanism, comments that, "PG&E wants to help San Francisco residents accomplish their environmental goals by enacting more green practices into their lives. We thought the best way to effectively deliver this message was to create a fully-integrated campaign by launching a series of real world messages to drive green activity, told and supported by live action, animation, and web-based content."
The goal of the Let's Green This City campaign, created by Venables Bell & Partners, is to help San Francisco become the greenest city in the nation. Letsgreenthiscity.com provides San Franciscans with an online green resource. Tom Walker, the Director of Interactive at Venables Bell & Partners said, "We selected Mekanism as the ideal partner for this project based on their thought leadership in effectively developing online-based communications programs."
The campaign efforts are supported by coordinated communications done with a modern, creative, and unconventional approach. The online spots lead viewers back to the website, where they find information on how to immediately engage in a greener lifestyle. Speaking on the overall process, Mekanism Partner and Creative Director Ian Kovalik said, "The big idea is that this site is a User Manual for greening your life. It's a really good example of how Mekanism can help a company with a strong vision like PG&E deliver the right user experience and desired call to action, in a fun, innovative and interactive way." The campaign is also coordinated with outdoor and newspaper advertising that drives additional traffic to the website.
letsgreenthiscity.com is a progressive website with additional spots, films, and green-guide material being released over the coming months. Mekanism is currently developing the additional content to support PG&E's efforts. Lee Einhorn, who directed the live action spots, notes that, "The entire Mekanism team has been heavily involved in this project. We created the original concepts, wrote the material for the spots, and produced the live action, animation, and web interface." This project showcases Mekanism's position at the forefront of integrated media, utilizing a unique combination of live action, animation, and web talents to both entertain and drive user activity. Mekanism will also support the efforts with coordinated syndicated distribution, leveraging a wide range of green lifestyle-supportive partners, blogs, and web-based video content providers.
An environmental leader, PG&E has played an instrumental role at the state and federal level to combat climate change. Over the past thirty years, the company has been a world leader in energy efficiency, helping California avoid the construction of 24 new power plants. The company currently provides its customers among the cleanest energy in the nation and is committed to growing its renewable portfolio. letsgreenthiscity.com reflects PG&E's environmental leadership and pledge to help San Francisco become the greenest city in the nation.