Minnkota Power

We created a campaign alongside Minnkota Power Cooperative, illustrating a world where electricity is hard to come by.

Objective

This three-piece campaign of original concepts for Minnkota Power was designed to demonstrate the oft-ignored necessity of electricity. The goal was to display stylized scenarios in a “world” where electricity had to be produced by hand.

Creative Process

The tagline Electricity Works (so you don’t have to), sought to bring a simple acknowledgment to the fact that none of us have to think about having power when and where we need it. We took special care to produce sparse lighting in the scenes, to portray a sort of dystopian reality.

Obstacles

How do you make people aware of a utility they take for granted? Each of the spots was unified by a moment of dismal realization that power was going to have to be manually generated.