ASSIGNMENT: Over a million Pittsburghers rely on Duquesne Light Company to power modern life. But so many people only see them as the company who simply keeps the lights on. Our goal: teach consumes that DLC does far more.
APPROACH: It all started with doing our research, hands-on. We rode with DLC crews, watching them thread 40-foot tall utility poles through live wires to keep neighborhood’s powered up. We went under the city with them, in the dead of night, all to learn how they replace transfomers to get a skyscraper ready for 9 AM the next business day. And that’s when our insight hit us: This isn’t a light company. It’s a life company.
RESULTS: We’ve made a lot of news. New name. New logo. New tagline. New mission. And a new campaign that our Duquesne Light Company client has really gotten excited about. Because after all, they don’t just turn on the light when folks flick the switch. They power the moments you call life.