Break Up With Gas
How do you convince homeowners to swap out toxic gas appliances for climate-friendly but more expensive electric appliances? Remind them of their unhealthy relationships, and how glad they are to be out of them.
Client: San Francisco Public Utilities Commission, 2023
Role: Lead Copywriter
The campaign’s message was delivered with household characters — old, fuming gas appliances grumpily accompany headlines that empower viewers to end their toxic relationships and move on to a future that prioritizes their health.
My Contribution
Concept ideation, content, direct mail, email, paid social, and out-of-home creation.
The challenge was creating a concept that would be instantly recognizable and emotionally familiar across the incredibly diverse populations of San Francisco. Luckily (or unluckily), everyone has had some kind of toxic relationship and would immediately get the tongue-in-cheek reference to “dating” empowerment.
Direct Mailer
Email Design and Copy
Transcreation of the Concept
Paid Social
The challenge was to maintain the messaging and brand voice across different cultures and languages. We took a holistic, creative approach, crafting a concept that considered translatable nuances from the outset to preserve the emotional impact and brand personality in all markets.
Spanish Language
Chinese Language
Out-of-Home
Electrification out-of-home ads ran at electric vehicle charging stations around San Francisco.
Agency: True North Inc.
Concept: Alexander Filice & Naushika Perera
Executive Creative Director: Dan Brown
Senior Copywriter: Alexander Filice
Senior Art Director: Naushika Perera