Tri-State Touts the Next Generation

NEW YORK Cactus’ campaign for Colorado’s Tri-State Generation and Transmission Association attempts to capture the duality of our fast-changing high-tech times with visuals that fuse old and new.

Imagery includes a fluorescent bulb in a retrofitted kerosene lamp; a mobile phone charging in old-style wall-phone nook; a notebook computer; an old entertainment center crudely enlarged to fit a wide-screen TV; and a notebook computer hanging among more traditional power tools.

The goal is to remind consumers they are using more power than ever and hint at new means of power generation and renewable energy sources.

Randal Ford handled the photograph. Norm Shearer served as cd. Ryan Johnson wrote the copy, teaming with art director, associate cd Jeff Strahl
 
The work is breaking now in city and community newspapers in several Western states where the client does business.