Agence de l'efficacité énergétique is a government organisation that strives to increase Quebecers’ awareness of energy efficiency. One of the insights we uncovered was that people are often too lazy to change their habits when it comes to saving energy, even when the tasks required are very easy. The solution was to launch a campaign that revolved around the tag line: "Are you waiting for someone else to do it for you?" Print, TV and online ads drove people to 'Energuy', a humorous, educational game in which users had to literally drag a lazy man around, making him perform tasks that help save energy around the house. AEE saw a big boost in awareness and a 48% increase in site traffic.
Company: DentsuBos
Role: Interactive Creative Director
AWARDS
Applied Arts
Winner - Public service or charity (non-profit)
Boomerangs
Grand Prize - Website