When initially taking on this project with Normandeau, we noticed that hydropower service provider ads were all the same, and very bland. For the first series, we chose in-the-field imagery and added a bold secondary brand color to help set Normandeau apart.

After running for about six months, we started to see a shift in their competitor’s ads becoming a bit copycat-ish. So with campaign 2.0 came bolder headlines, more saturated colors, conceptual imagery, and slimmed down copy—highlighting the bottom line of what they do—further separating them from the crowd.