A concerned citizen prepares a petition to be mailed. From the bloody Band-Aids on her hands, we can deduce that she’s been at this for a while. Just as she’s about to seal the envelope, she then receives a paper cut… on her tongue. Her dog feels her pain.
Strategy & Psychology
This video induces a visceral response to the pain we feel when we engage in unproductive tactics to bring about change in our lives. Perhaps the greatest pain is that she’s spent so much time writing and sending these letters, when there’s an easier alternative, like Solar. Affect change through your purchases and lifestyle, instead of damaging yourself through the brutal manual labor of envelope-stuffing.
This video speaks to potential customers who are primarily focused on helping the environment and making a change by acknowledging their efforts and challenging them to consider a more impactful approach than they may have already taken.
This video would integrate well with a campaign that focusses more on mission & values-driven audiences, who are accustomed to seeing non-profit and social-mission-based content. It would be less relatable for the average household member who’s just looking to save a few bucks on their energy bill.
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Matching Videos from the Library
This video would pair best with other videos in the ‘Best Intentions’ series, which focusses on people trying to make a positive change in the world by using the least effective means.