PGE
Secure it.
STRATEGY, MANIFESTO, TAGLINE, COPY, CREATIVE DIRECTION
Print, Digital, Video, Swag
Energy utilities are a prime target of terrorists and cybercriminals. To tackle these challenges, PGE needed to change entrenched cultural norms and embrace new attitudes and habits. They envisioned an industry-leading program that goes beyond check-the-box security compliance to engage employees’ hearts and minds. That’s why they called Point B Studio—and Point B called me.
After crafting the tagline and manifesto, I developed a story arc stretching across five modules. That architecture served as a “collaborative contract” that imbued the campaign with a natural progression while keeping our teams aligned around the storytelling, themes and visual elements. From there, I wrote and directed six videos and created lots of training materials, swag, point-of-presence and other good stuff—all of it integrated under a single architectural structure.
Results: Massive improvements that blew away client expectations. (Check out the last slide above.) Oh, and a callback to deliver Phase Two.