The Sponsors of Mass Save®, were ready to launch their new campaign from long time agency KSV earlier in the year but suddenly everything changed, according to Executive Director of Client Services, Rachel Gage.
Gage explains, “The campaign was ready to launch but the message and placements no longer made sense. With everything shut down the team had figure out how to create something that felt timely and authentic.
“COVID has presented some pretty giant production hurdles. By far, the biggest one—we weren’t allowed to have them. Like so many others, we had to pivot and rethink our entire approach to telling stories. The list of excuses why the team could have just put some stock video in the microwave and pressed the start button was not short. So, when we were able to turn those obstacles into solutions that made the work better, that was a pretty big win for KSV. And what's really interesting about this, is how it came to life. To leverage all of the great filmmakers stuck at home, waiting for productions to start again, we casted them. Five filmmakers in five different locations were called out from behind their cameras and asked to put their life at home centerstage—their kids, their cats, all the dirty laundry.” Chief Creative Officer Kevin Willard added.
“The work is a pretty great example of collaboration, teamwork, and creative problem solving. Kevin pushes his creative team to see every challenge as an opportunity, to reimagine what's possible and the work truly demonstrates that,“ added KSV’s CEO, Erin Fagnant.
New York independent film and production agency, Bindary turned obstacles into solutions for KSV.
According to Director Josh McGowan, “The beauty of the situation is it brought a whole new level of authenticity to the work; fathers filming sons, husbands filming wives and so forth. The deeper relationships really comes across in the interactions between people and it just adds a grounded point of view to the spots. You can tell everyone had a blast contributing their part.”
The commercial, showing a variety of ways that more energy is being used during time spent in isolation at home can be seen here:
https://vimeo.com/ksv/review/456314275/1a2098c647
The spot is tagged with: “At a time when everyone is using more energy, the Sponsors of Mass Save are here to help you save as much of it as you can.” They will be breaking this month and running through the end of the year in English, Spanish and Portuguese and on sites including Hulu, Telemundo and Effectv.
Credits belong to:
- Creative Director/Copywriter: Kevin Willard
- Creative Director/Art Director: Nick Bruskewitz
- Account Director: Rachel Gage
- Production House: Bindery
- Director: Josh McGowen
- Directory of Photography: Gabe Harden
- Director of Photography: Nic Restrepo
- Director of Photography: Eric Branco
- Director of Photography: Carson Nyquist
- Executive Producer: Andrea Theadore
- Head of Post: Jen Gothard
- Music: Comma
About Mass Save:
Together, we make good happen for Massachusetts.
Your local electric and natural gas utilities and energy efficiency service provider are taking strides in energy efficiency: Berkshire Gas, Blackstone Gas Company, Cape Light Compact, Columbia Gas, Eversource, Liberty Utilities, National Grid and Unitil.
As one, under the Mass Save®, brand, we share the common goal of helping residents and businesses across Massachusetts save money and energy, leading our state to a clean and energy efficient future.
About KSV:
KSV is a collective of creative and strategic thinkers who are committed to a more sustainable existence for clients including Mass Save, Ameren Illinois, Bluewave Solar and the American Forest Foundation. Dedicated full-service advertising, marketing, and energy experts who are extremely motivated by results that lead to making this planet a cleaner, more wonderful place to live. For all 8.7 million forms of life that exist on it. KSV is a certified woman-owned B Corp.
