Connelly Powers Up PSNH Print, Web

BOSTON Following the national trend toward green marketing, Public Service of New Hampshire draws parallels between power generation and the welfare of the communities it serves in work breaking this week from Connelly Partners.

Print ads substitute the prongs of electric plugs with a man and woman (with the headline, “There’s power in New Hampshire’s people”), sprigs of lavender (“There’s power in New Hampshire’s environment”) and mailboxes (“There’s power in New Hampshire’s communities”).

The text centers on PSNH’s commitment to the state’s citizens and future and highlights the company’s community-service projects and grant opportunities. One ad begins: “PSNH is more than an electric utility. We’re people—who live in, work in and care about the state of New Hampshire.”

The work launches in local newspapers, and its themes are mirrored in a microsite covering PSNH’s investment in renewable energy via its wood-burning plant, Northern Wood Power. One image on the site shows a tree with a tire swing that turns into a lamp as the tire is pulled.

“Our campaign for PSNH marries the idea of what the company does and what they stand for,” said Alyssa D’Arienzo Toro, agency cd. “The creative team captured the small nuances needed to bring each composed figure to life.”

Keith Manning handled art direction; Jim Bell wrote the copy; and Paul Clancy served as photographer.

Independent Connelly in Boston this month introduced a multimedia campaign for Fallon Community Health Plan and also works for A.J. Wright, Bertucci’s, Ocean Spray and Trip Advisor, among others.