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Thursday, December 08, 2011

FirstEnergy Solutions Removes The Clutter With Its "Short & Sweet" Campaign

Carmichael Lynch and FirstEnergy Solutions want people to know if you make the switch; you'll save. A message this simple deserves a straightforward campaign. The agency took the structure of traditional advertising platforms and made a statement by only using a fraction of the time and space to get the "switch and save" message across. "The other directors we talked with wanted to fill the extra time in the spots with traditional gags, instead of allowing it to just be extra time. We went with Harold Zwart because he got it, and said it was unlike anything he's ever seen. The campaign's uniqueness makes it memorable," Brock Davis, Group Creative Director at Carmichael Lynch. Click here to view the campaign and download the work: