PG&E
How do you motivate people to conserve something they can’t see? Something they only ever consider when there’s a problem (the bill is too high, the lights are out)?
And how do you overcome the initial resistance and anxiety that the request to “save electricity” can spark—Will it be hard? Will it be uncomfortable?
This work recognizes this mix of apathy and anxiety that can come with the subject of energy conservation and ecourages our audience to embrace and celebrate their small victories.
Small Victories
How do you motivate people to conserve something they can’t see? Something they only ever consider when there’s a problem (the bill is too high, the lights are out)?
And how do you overcome the initial resistance and anxiety that the request to “save electricity” can spark—Will it be hard? Will it be uncomfortable?
This work recognizes this mix of apathy and anxiety that can come with the subject of energy conservation and ecourages our audience to embrace and celebrate their small victories.
ACD/Art Director
Partner:
Linda Jaskol, ACD/Writer
(Unfortunately, though a personal favorite, this campaign was not produced.)
© 2026 Sarah Bruns. The work in this portfolio was designed and produced for the brands represented and is protected under copyright law. It shall not be infringed upon, reproduced, or redistributed without consent. All rights reserved.