Client:
Current Energy provides energy-efficiency solutions to both residential and commercial customers designed to maximize energy cost savings while minimizing capital investment. Current Energy has a consumer-facing retail presence with two Current Energy Stores – one located in the fashionable Knox-Henderson shopping district of Dallas, Texas, and the other in Dallas's upscale Northpark Center mall.

Situation:
Current Energy wanted to refresh their billboards with new creative.

Objectives:
To increase awareness of Current Energy as a force for environmentally friendly energy efficiency solutions.

Strategies & Tactics:
Creating pure branding outdoor messages for Current Energy can be a bit of a challenge. Certain messages, when combined with their name, make them sound like an energy provider. In this instance, we decided to focus on making a claim that no energy provider can honestly make (although we're sure some try). And the subtle ode to Iceman and Maverick was just an added bonus.

[Update: Since this project, we have completely revamped Current Energy's brand identity. Consider this a bit of transitional tastiness.]

Results:
Sometimes it's hard to know if your billboard is getting noticed, especially when it's a pure branding message. Sometimes, however, proof doesn't just appear, it appears on live television. During an on-air interview with Current Energy CEO Joe Harberg, a local DFW news anchor enthusiastically opined, "Well, after all, you guys are the earth's wingman!" As we only used that phrase on the billboard, it was obvious she had seen it and, more importantly, remembered it.

The final billboard in all its grinning, green glory: