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 rotates its outdoor creative (that's fancy talk for "billboards") every quarter. With a new and improved online store (versus 2007), as well as a second retail location inside the area's swankiest mall, it made sense to push the retail side of Current Energy during the holiday season.

Objectives:
To make Current Energy the area's green gift headquarters by 1) making the public aware that Current Energy is a unique source of fun, functional, earth-friendly holiday gifts; and 2) ultimately driving holiday shopping traffic to both the online store and retail locations.

Strategies & Tactics:
Since this campaign was to run during the über-media-saturated holiday season, we knew we had to do more than deliver a simple "we've got gifts" message. So, we decided to speak about how Current Energy is the place to get gifts for all the hard-to-shop-for people on your list – with the added bonus that all the gifts will be environmentally sound. Of course, we also wanted the message to instantly say "green." Somehow, we pulled all this off in three-word headline.

Results:
From a production standpoint, the results are fantastic, as the picture below attests. As we are currently in the middle of the holiday season, it'll be a few more weeks before we know just how effective our efforts really were.