Last month Droga5 debuted its first work for NRG since landing the client without a pitch with the 90-second spot, “The Power Behind the Plug.” A few weeks later, the agency is back with a campaign promoting NRG Home Solar.
A 60-second spot, entitled ‘Photon,’ opens with an image of solar activity, followed by the camera panning through images of space. As the action zooms in on Earth, it shows a pilot in the cockpit of a commercial jet and skydivers before the voiceover states, “Enough sunlight hits Earth every hour to power everything on it for an entire year.” The action then shifts to a roof with a solar panel and a family making breakfast inside, as the voiceover adds, “All you have to do is let it in.” It’s a visually impressive spot, representing the journey of solar energy all the way from the sun to one family’s home. That makes for a memorable viewing experience, but there’s something to be desired in the way of details. Beyond stating that NRG Solar exists, the ad doesn’t really say much about how easy it is to have it installed or why you should go with NRG over other companies. Still, people still need to be sold on the basic idea of incorporating solar power in their homes and the ad could be a nice introduction to a series exploring how NRG is placing more of an emphasis on solar power.
“Photon,” which is running on broadcast, online and in cinemas, is supported by digital activations, social media and OOH executions in New York, Los Angeles and San Francisco. The outdoor activations provide some of the educational details missing from the broadcast spot, informing viewers how much they can save with solar energy.
“Today there’s still some skepticism about solar, but when you look at it through the certainty of the sunrise it’s clear there’s nothing preventing us from putting more of the sun’s energy to work,” NRG chief marketing officer Sicily Dickenson told LBB. “NRG is giving homeowners the confidence to go solar at home so they can reap the savings and environmental benefits of a move to smarter energy sources.”
Credits:
Creative Agency: Droga5
Strategy Director: (Group) Harry Roman, Dan Wilkos
Strategy: (Head) Chet Gulland
Strategist: (Social) Calvin Stowell, (Comms) Parks Middleton
Social Creative: (Art Director) Kay Kim, (Copy) Abe Chuang
Head of TV / Production: Ben Davies
Group Account Director: Matt Ahumada
Executive Producer: Jesse Brihn
Executive Creative Director: Neil Heymann
Director of Integrated Production: (Business) Dianne Richter
Director of Communications Strategy: Elsa Stahura
Creatives: (Chief Creation Officer) Sally-Ann Dale
Creative Director: Rick Dodds, Steve Howell
Creative Chairman: David Droga
Copywriter: German Rivera Hudders, Jordan Kramer, Abe Chuang,
Chief Strategy Officer: (Global) Jonny Bauer
Chief Creative Officer: Ted Royer
Art Director: J.J. Kraft, Jon Randazzo
Senior Business Manager: (Production) Matthew Friday
Project Manager: Connor Hall
Account Manager: Morgan Murray,
Account Director: Kristoffer Aldorsson
Music and Sound
Sound Mix: Ed Downham
Sound Engineer: Seth Phillips, Justin Kooy
Song: Robert Gulya, ‘Photon Journey’
Music Production: Wave Music
Audio Post Production: Sound Lounge
Producer: Nick Payne, Sarah Giles, Amy Daniels
Offline
Executive Producer: Eve Kornblum
Editor: Biff Butler
Edit Company: Rock Paper Scissors
Edit Assistant: Alyssa Oh
Producer: Lisa Barnable, Chris Noviello
Post Production / VFX
Matte Painting: Cedric Menard, Marco Iozzi
Executive Producer: Sean Costelloe
Compositor: (Lead) Kyle Cody
CG: (Lead) Ruben Vandebroek, Joji Tsuruga
Producer: Jeremy Moore
Post Production House: The Mill
Print / OOH
Line Producer: Heather Heller
Production Company
Managing Director: Dave Morrison
Executive Producer: Jeff McDougall
DOP: Alwin Kuchler
Directors: Johnny Green
Production Manager: Amanda Clune
Production Company: Reset
Producer: Jenn Ingalls