Background
Westar Energy was the electric utility for eastern Kansas. Beginning in 2013, I led a repositioning of the company and a revision of its brand identity across all channels.
Challenge
Following Westar’s 2015 emphasis on its core values told through the eyes of similarly defined Kansans, we narrowed the focus in 2016 to the utility company’s renewable energy development. This commitment largely is unknown to Kansans, so awareness and education were obvious drivers. We proposed a continued series of short films about Westar’s efforts by showing the effect on real people.
Solution
We focused first on the most obvious example of Westar’s renewable energy investment—wind. We traveled to Spearville, Kansas, for a week and captured the transformative story of how wind farms, which surround the town of 700 residents, have helped rebuild the local school and supply extra income to area farmers who host wind turbines on their land. Beginning in Summer 2016, Westar added an additional 120 turbines and relocated 20 workers and their families to the Spearville area to maintain the new wind farm.
The campaign launched in April 2016 and included online display advertising, outdoor boards, and extensive promotion and engagement through Westar’s social media channels.
Awards // Chartwell Gold Medal, Best Practices, Communication Category, 2016
ESource, Best Digital Streaming Content, 2017
ESource, Best Digital Streaming Content, 2017
Art direction & design // Chris Ralston Writer // Kevin Faddis
Account direction // Jeff Daniels Internal producer // Jon Hardesty
Filmmaker // Austin Walsh Studios Video editing // Northpass Media
Account direction // Jeff Daniels Internal producer // Jon Hardesty
Filmmaker // Austin Walsh Studios Video editing // Northpass Media
