CLIENT: DOMINION
Creative Direction
Art Direction
Photography
Over a eight year period the campaign has received over twelve Telly Awards
Research played a key role in crafting a reputation-based advertising campaign. It revealed that the Dominion power line technician — also known as a lineman — was a powerful, enduring representation of everything positive about the company. Even when customers were unhappy — over rates, unavoidable outages and proposed infrastructure expansions and investments — they felt good about the lineman.
The advertising campaign, entitled “Every Day,” placed the lineman in quirky situations in which they were slightly, but lightheartedly, out of place. But their presence served to remind customers about just how much of their lives were powered by electricity. With a campaign built around this insight, Dominion was able to meet and/or surpass nearly all of its business growth and expansion goals over an 8-year period of time.
Agency Team: Ladon Roeder / Matt Lieppe / Lianne Bollinger / Ariel Martin-Cabe / Brad Zerivitz / Keena Jones
Collaborators: Director: Patrick Rafferty / Photographer: Chip Mitchell / Producer: Capella Fahoome Brogden