Mullen Effort Touts Conservation

Mullen has introduced its first campaign for the national Energy Star program, a joint initiative of the U.S. Department of Energy and the Environmental Protection Agency.

The multimedia effort introduces the word “Change” as its tagline and theme, and touts energy-efficient appliances that carry the Energy Star designation. The campaign also seeks to educate businesses and home owners on the environmental and financial benefits of conservation.

Annual spending for the effort is$5-7 million. TV, radio, print and transit executions are in the mix and are rolling out this month nationwide.

Mullen of Wenham, Mass., added the work after absorbing staff and clients this summer from Bozell Kamstra, Danvers, Mass., as part of a restructuring by the Interpublic Group of Cos.

In one TV spot, a couple is seeking to purchase a lamp for their child’s room. They choose a cute Energy Star-rated animal lamp, which puts a smile on the child’s face. “When just one room in every home is brightened by Energy Star lighting, the change will keep one trillion lbs. of greenhouse gases out of our air,” the copy says.

Another ad shows a woman setting up a home office with Energy Star-labeled computer equipment. “When every home office is powered with Energy Star, the change will keep 219 billion lbs. of greenhouse gases out of the air,” the spot says.

All ads close with the word “Change,” which appears on- screen. The sound track is by Nanci Griffith, who sings Eric Clapton’s “Change the World.”

There was an effort “to gently prod people’s consciences [with the information] that one little act can make a big difference,” said Bill Drake, vp/creative director at Mullen.

Other creative credits include Mullen copywriter Dan Reeves and director Danny Duchovny of Cucoloris Films, Venice Beach, Calif. Bill Weems, who died aboard United Airlines Flight 175 in the World Trade Center attacks, produced.