Inspire Clean Energy | Power a Brighter World | Clapboard Ad Archive

Power a Brighter World

Power a Brighter World is a compelling and optimistic film campaign created by full-service agency Madwell for Inspire Clean Energy, released in the United States in May 2022. Aimed at the Public Interest sector, this campaign leverages a unique storybook-illustration style and animation to connect with audiences who may feel overwhelmed by the scale of climate change. The campaign consists of two powerful films that illustrate how simple personal actions, such as switching to 100% clean energy for home use, can significantly reduce carbon emissions and support the decarbonization of the power grid. Given that the U.S. is the second-largest contributor to global carbon emissions and that about 20% of the nation’s greenhouse gases come from home energy consumption, Inspire Clean Energy provides an accessible solution where consumers can easily sign up for a clean energy plan and make a meaningful environmental impact—so much so that one year of membership equals the positive effect of seven years of recycling. The first film, The Beast, portrays the destructive consequences of conventional home energy choices through the perspective of a child and symbolizes climate change as a chaotic, out-of-place beast wreaking havoc on the planet. It reveals the solution found by switching to Inspire Clean Energy, which helps to halt the beast’s destruction. The second film, Power Forward, tackles the sense of paralysis many feel about taking climate action but quickly shifts to a hopeful message that empowers viewers with the knowledge that their choices can drive change easily and effectively. Madwell’s fresh approach, combining animation and a seven-year-old narrator, personalizes the climate crisis while offering tangible, inspiring ways to Power a Brighter World. Through this campaign, Inspire Clean Energy invites consumers to join this movement and experience the positive impact of renewable energy by signing up today with an offer of a free month of 100% clean energy, reinforcing that together, individual actions can defeat the climate change beast for good.

Credits

Client

Inspire Clean Energy

Agency

Madwell

President

Brad Bentley

Senior Vice President Brand Marketing

Suzanne Seymour

Director

Stephanie Freier, Qian Shi

Graphic Design Manager

Cindy Man

Chief Creative Officer

Chris Sojka

Executive Creative Director

Jeff Gillette, Dan Covert

Creative Director

Melanie Simonich, Pedro Saldarriaga

Senior Copywriter

Charity Lombardo

Art Director

Sam Cohen, Chamaine Yu, Christopher Vela, Elena Chudoba, Matt Choi, Marta Lemos, Nivedita Sekar, Pablo Lozano, Rasmus Löwenbrååt, Zilan Lin

Group Production Director

Chrissy Riskam

The "Power a Brighter World" campaign by Inspire Clean Energy positions the brand as an accessible solution for consumers seeking to reduce their carbon footprint through simple, actionable steps—specifically by switching their home energy to 100% clean sources. The campaign conveys a clear value proposition: individual participation in clean energy plans can yield a substantial environmental impact, credited as more effective than years of traditional recycling efforts. By emphasizing the ease and immediacy of enrolling in Inspire’s clean energy service, the campaign frames the brand as a practical and empowering means to contribute meaningfully to climate change mitigation. Strategically, the campaign leverages the insight that many people feel overwhelmed or powerless when facing the scale of the climate crisis. To engage this audience, Madwell adopts a creative approach using storybook-style illustration and narration by a child to evoke optimism and hope rather than fear or guilt. This narrative device simplifies complex issues while making the problem and solution relatable, particularly by symbolizing climate change as a destructive “beast” that can be defeated through collective individual action. The campaign targets environmentally conscious U.S. consumers concerned about home energy’s significant role in greenhouse gas emissions, breaking down barriers to action by demonstrating that switching to clean energy is both impactful and straightforward. Overall, the campaign combines emotional storytelling with a clear call to action, aiming to motivate a sense of agency and collective responsibility in a demographic often immobilized by the perceived enormity of climate change.

FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally. This campaign fits Format #3 because it uses a “beast” as a metaphorical, animated representation of climate change’s destructive impact—a symbolic device rather than a literal depiction of the issue. In “The Beast,” the problem (global emissions from home energy use) is not shown directly but embodied through an out-of-place, destructive character. The illustrative storybook approach with a child narrator reinforces the analogy throughout. The clean energy product is positioned as the solution that can “tame” or stop this beast, making the problem’s abstract dangers emotionally tangible for viewers.

1. Arcadia – Positioned as a tech-forward platform that democratizes access to renewable energy by enabling consumers to support clean energy projects without changing their utility provider. Arcadia differentiates itself through seamless integration with existing home energy services and a strong emphasis on transparency and user-friendly digital tools. 2. CleanChoice Energy – Markets itself as a cost-competitive, community-focused clean energy provider that simplifies the switch to 100% renewable electricity. Their strategic angle revolves around offering affordable, no-hassle green energy plans backed by a mission-driven approach to accelerate the transition to clean energy for all Americans. 3. Green Mountain Energy – One of the longest-standing renewable energy companies in the U.S., Green Mountain positions itself as a trusted, established advocate for sustainability, emphasizing customer choice and education. They leverage a strong brand heritage combined with community initiatives to engage environmentally conscious consumers. 4. Vitality Energy – Differentiates by offering locally sourced renewable energy options and personalized customer service, appealing to consumers who value community impact and direct support of clean power projects. Their strategy emphasizes transparency and a straightforward approach to increasing clean energy adoption. 5. Inspire Clean Energy – Positions itself as an optimistic, impact-driven brand empowering consumers to make significant climate actions easily. Using creative storytelling and approachable membership plans, Inspire focuses on emotional engagement and straightforward environmental benefits to motivate lasting behavioral change.