bring the energy

How do you build a reputation campaign for one of the most hated utility companies in the country?

You don’t. You build a campaign about literally everyone else.

Bring the Energy repositioned San Diego Gas & Electric as the silent partner in the background — not the hero, not the voice, and definitely not the face. We chose to focus on the people and moments actually powering San Diego: small business owners, after-hours diners, family game nights, overcaffeinated mornings.

The work lived across TV, OOH, digital, social, and print — always leading with people, and keeping the brand where it belongs: in the background, just like your electricity.

It wasn’t about making people fall in love with their utility provider. It was about helping them feel slightly less annoyed.
And in this category, that’s a win.

the power behind the campaign:
agency: Edelman
ecd: Isidoro Debellis
cd art: Rodrigo Bistene
sr cw/acd: laura walsh
producers: Aldo Gagliardi, Domenic Delcarmine
production partners: Cutters Studio, Future Perfect