National Grid · 2021–present
Project C: one story for a lot of good work.
National Grid did a lot of good across New York. The problem was that nobody could see it all at once. Project C gave it one name, one voice and a reason to pay attention.
- Client
- National Grid
- My role
- Creative direction & content
- Category
- Energy
- What we made
- Project C campaign platform, Youth Spaces competition, Organic and paid social, Quarterly email, CTV and YouTube, Project C website
The problem
National Grid had a long history of supporting communities across New York, but its many programs and partnerships lacked one cohesive story. And utilities have a harder job than most: people only think about them when something goes wrong.
The idea
Put the community first and the logo second. Project C spotlights local organizations, artists and employees, and lets National Grid be the thing that connects them.
My role
Michael led creative direction and content with the Summer Friday team, from the platform idea through films, social and the competition itself.
Impact
- 190M+paid media impressions since launch
- 43%email open rate, against a 27% benchmark
- 5,000+community votes, from 59 nonprofit entries
- 98%CTV completion rate. YouTube hit 59%, more than double the 26% benchmark
