A three-year statewide initiative aimed at changing how Californians think about and consume energy. Campaign content included everything from cold wash parties and unplugged music sets with the likes of Ozomatli and Jackie Greene to a solar eclipse event offering free coffee, solar glasses, and live music for the community. A docu-style series profiled California brands like Strauss, Equator Coffee, and Sierra Nevada using energy-smart practices. PR moments expanded reach, including a solar-powered McDonald’s billboard on the 405, activated around Earth Day. The campaign reached millions and helped cut demand equivalent to 30 power plants.
