M I C H A E L A R R O Y O

 
 

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AGENCY: DDB

from 4-9PM THERE IS less clean energy available IN CALIFORNIA.
TO SPEAD THE WORD, WE MADE a symbol AS A REMINDER TO POWER DOWN, MUCH LIKE the symbol for recycling ALREADY DOES AROUND THE WORLD.


 
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WE TURNED OUR “POWER DOWN” SYMBOL INTO A MAGNET AND GAVE IT TO
CALIFORNIANS TO USE AS A REMINDER ON APPLIANCES IN THEIR OWN HOMES.

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SOCIAL

WE ALSO helped identify how content can be own-able to
ENERGY UPGRADE CALIFORNIA and still relevant to cultural trends.

Happy Thesaurus Day! Thesaurus-Rex is celebrating by chomping down on outdated energy suckers. How are you? .  #EnergySuckers   #EnergyEfficiency  #California   #ThesaurusDay

Happy Thesaurus Day! Thesaurus-Rex is celebrating by chomping down on outdated energy suckers. How are you? .
#EnergySuckers #EnergyEfficiency#California #ThesaurusDay

Unplug from it all to relax and save energy at the same time.  #Unplug   #Energy   #EnergyEfficiency  #California   #KeepItGolden

Unplug from it all to relax and save energy at the same time.
#Unplug #Energy #EnergyEfficiency#California #KeepItGolden

Here’s our 10-year challenge! We think it’s pretty chill. ❄️❄️ But you know what’s even more chill? Upgrading your appliances to be more energy efficient. ⚡️  #EnergyEfficient   #SaveEnergy  #California   #10YearChallenge

Here’s our 10-year challenge! We think it’s pretty chill. ❄️❄️ But you know what’s even more chill? Upgrading your appliances to be more energy efficient. ⚡️
#EnergyEfficient #SaveEnergy#California #10YearChallenge

Happy Lunar New Year! Start the new year right by saving energy and celebrating outside.  #KeepItGolden   #energy   #California  #SaveEnergy   #EnergyEfficient  #ChineseNewYear

Happy Lunar New Year! Start the new year right by saving energy and celebrating outside.
#KeepItGolden #energy #California#SaveEnergy #EnergyEfficient#ChineseNewYear

Maria Telkes is considered one of the founders of solar thermal storage systems, earning her the nickname "the Sun Queen”.  #KeepItGolden #KeepItGolden #EnergyEfficient   #WomensEqualityDay

Maria Telkes is considered one of the founders of solar thermal storage systems, earning her the nickname "the Sun Queen”. #KeepItGolden #KeepItGolden #EnergyEfficient #WomensEqualityDay

You’re not the only one who could use a break on #RelaxationDay. Let your major appliances rest from 4-9pm when less clean energy is available.  #California #SaveEnergy #EnergyEfficient

You’re not the only one who could use a break on #RelaxationDay. Let your major appliances rest from 4-9pm when less clean energy is available. #California #SaveEnergy #EnergyEfficient

Keep It Golden this  #SpringEquinox  by unplugging and enjoying the 12 hours of daylight! 🌞 #Energy   #EnergyEfficiency   #California  #KeepItGolden   #Unplug  #FirstDayOfSpring

Keep It Golden this #SpringEquinox by unplugging and enjoying the 12 hours of daylight! 🌞#Energy #EnergyEfficiency #California#KeepItGolden #Unplug#FirstDayOfSpring

Stretch out to save energy by adjusting your thermostat to 68°.  #Thermostat   #Energy  #EnergyEfficiency   #California  #KeepItGolden

Stretch out to save energy by adjusting your thermostat to 68°.
#Thermostat #Energy#EnergyEfficiency #California#KeepItGolden

We hope you’re having a lovely Valentine’s Day. Spread love to California by simply turning off the lights and lighting candles instead.  #KeepItGolden   #Energy   #EnergyEfficiency   #ValentinesDay

We hope you’re having a lovely Valentine’s Day. Spread love to California by simply turning off the lights and lighting candles instead. #KeepItGolden #Energy #EnergyEfficiency
#ValentinesDay

Punxsutawney Phil says spring is here! With the heat coming, remember to close your blinds to save energy.  #KeepItGolden #KeepItGolden #energy #California #SaveEnergy #EnergyEfficient #GroundhogsDay

Punxsutawney Phil says spring is here! With the heat coming, remember to close your blinds to save energy. #KeepItGolden #KeepItGolden #energy #California #SaveEnergy #EnergyEfficient #GroundhogsDay

Did you know there’s a perfect time to be lazy? Between 4-9pm, when there’s less clean energy available. So go ahead, and put off the chores for now and help protect California! #KeepItGolden  #NationalLazyDay   #California #SaveEnergy #EnergyEfficient

Did you know there’s a perfect time to be lazy? Between 4-9pm, when there’s less clean energy available. So go ahead, and put off the chores for now and help protect California! #KeepItGolden #NationalLazyDay #California #SaveEnergy #EnergyEfficient

Happy Thesaurus Day! Choose any word you want, because they’re all great ways to save energy.  #EnergyEfficient   #NationalThesaurusDay  #California  🔌⚡️

Happy Thesaurus Day! Choose any word you want, because they’re all great ways to save energy. #EnergyEfficient #NationalThesaurusDay#California 🔌⚡️

Balance saving energy with doing your laundry by simply washing on cold.  #Laundry   #Energy   #EnergyEfficiency   #KeepItGolden

Balance saving energy with doing your laundry by simply washing on cold. #Laundry #Energy #EnergyEfficiency #KeepItGolden

It’s National California Day! Let’s celebrate our Golden State by using energy in better ways. Learn more. Link in bio.  #KeepItGolden  . . .  #Energy   #SaveEnergy   #California  #GoldenState   #EnergyEfficient  #NationalCaliforniaDay

It’s National California Day! Let’s celebrate our Golden State by using energy in better ways. Learn more. Link in bio. #KeepItGolden . . .
#Energy #SaveEnergy #California#GoldenState #EnergyEfficient#NationalCaliforniaDay

Meet Lewis Latimer, an African-American inventor who was inducted in the National Inventors Hall of Fame for his work on electric filament manufacturing techniques. Check out our FB or Twitter to learn more!  #BlackHistoryMonth

Meet Lewis Latimer, an African-American inventor who was inducted in the National Inventors Hall of Fame for his work on electric filament manufacturing techniques. Check out our FB or Twitter to learn more! #BlackHistoryMonth

Looking for a tasty way to save energy this summer? Cool down with an ice cream cone. Or you could try switching out fluorescent bulbs with LEDs!  #KeepItGolden   #NationalIceCreamDay

Looking for a tasty way to save energy this summer? Cool down with an ice cream cone. Or you could try switching out fluorescent bulbs with LEDs! #KeepItGolden #NationalIceCreamDay

From 4-9pm less clean energy is available, so please use less energy during this time… unless you really really need to.  #California #SaveEnergy #EnergyEfficient

From 4-9pm less clean energy is available, so please use less energy during this time… unless you really really need to. #California #SaveEnergy #EnergyEfficient


“POWER DOWN TIME”

ENERGY UPGRADE CALIFORNIA

| DDB San Francisco

ECD:
Ben Wolan
GCD:
Mark Krajan
CD: Chris Toffoli

SENIOR CW: Steve Bowen
ART DIRECTOR: 
Michael Arroyo
COPYWRITER: Cody Turk

FILM DIRECTOR: Malcolm Venville