Aubrey Day
Associate Creative Director & Art Director
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The Most Energy Efficient Campaign Ever

All our lives, we’ve been told to turn off the lights. For this California state initiative promoting energy efficiency, we didn’t just talk the talk, we walked the walk. Every ad in this campaign saved energy in some way, however small. In the end, we saved enough energy to power 1,500 homes for a year. That’s a lot of energy.

Silver Effie: Marketing Disruptor

Bronze Effie: Positive Change - Environmental: Non-Profit

Bronze Effie: Government, Institutional & Recruitment

 

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Featured
Switch to LED Bulbs
Switch to LED Bulbs

We darkened this post because darker screens use up to 20% less energy. Upgrading to LED bulbs will save you even more. That’s what we like to call a win-win. #KeepItGolden #ItAllAddsUp

Unplug Unused Devices
Unplug Unused Devices

Doesn’t this make you want to unplug your unused devices to save energy? We hope so, that’s why we made this post dark because darker screens use up to 20% less. #KeepItGolden #ItAllAddsUp

Hang Dry Clothes
Hang Dry Clothes

This post is dark because darker screens use up to 20% less energy. We’d love to save you even more energy by hang drying your clothes, but we’re going to leave that to you. #KeepItGolden #ItAllAddsUp

Adjust Your Thermostat a Few Degrees
Adjust Your Thermostat a Few Degrees

We like when things fit perfectly. Like when thermostats are at the perfect temperature to save energy. Oh, and by the way, we darkened this post because darker screens use up to 20% less energy. #KeepItGolden #ItAllAddsUp

Wash on Cold
Wash on Cold

This post is a little dark, because darker screens use up to 20% less energy. You know what else will stay dark and save you energy? Your clothes (if you wash on cold). #KeepItGolden #ItAllAddsUp

Use a Power Strip
Use a Power Strip

We’re saving energy with this dark post because darker screens use up to 20% less energy. You can save energy by using a power strip and turning it off when you’re not around. #KeepItGolden #ItAllAddsUp

#DimTheFeed Earth Day Influencer Campaign

 

On Earth Day, social media influencers posted darkened content in the name of saving energy. In a synchronized effort, influencers simultaneously posted their dark content, creating an impromptu darkened newsfeed for those who follow them.

Our influencers captioned their content with a message about saving energy on Earth Day using #KeepItGolden and #DimTheFeed. To grow the movement even bigger we asked the followers to follow suit and post their own dark content to dim the feed on a broader scale.

 
Featured
Let’s #dimthefeed! I'm sharing a low-light photo for Earth Day in collaboration with @energyupgrade_ca. Because darker screens use up to 20% less energy. Learn how to use energy better, smarter and a little less today. Head over to the link in my bi

Let’s #dimthefeed! I'm sharing a low-light photo for Earth Day in collaboration with @energyupgrade_ca. Because darker screens use up to 20% less energy. Learn how to use energy better, smarter and a little less today. Head over to the link in my bio to see how you can be a better and smarter energy consumer then share your #DimTheFeed photo of your own. #KeepItGolden#EarthDay #Sponsored

Lush waterfalls 💦🌿 Notice how dark this image is? I'm helping you save energy this #Earthday 🌎 Because darker screens use up to 20% less energy. Post your own dark content to help @energyupgrade_ca #DimTheFeed and #KeepItGolden #AD

Lush waterfalls 💦🌿 Notice how dark this image is? I'm helping you save energy this #Earthday 🌎 Because darker screens use up to 20% less energy. Post your own dark content to help @energyupgrade_ca #DimTheFeed and #KeepItGolden #AD

A dark edit to bring light to saving energy. #ad Small actions like dimming our screens can reduce energy use by up to 20%. Becoming more energy efficient is that easy! Share dark content for #EarthDay to #DimTheFeed with @energyupgrade_ca and check

A dark edit to bring light to saving energy. #ad Small actions like dimming our screens can reduce energy use by up to 20%. Becoming more energy efficient is that easy! Share dark content for #EarthDay to #DimTheFeed with @energyupgrade_ca and check out the link in my profile to learn more about taking charge of our energy use. #KeepItGolden

Happy #EarthDay! #Ad Join me and @energyupgrade_ca by posting dark content for Earth Day. Darker screens are more energy efficient because they use up to 20% less energy. Together we can #DimTheFeed and #KeepItGolden. When we all save energy in litt

Happy #EarthDay! #Ad Join me and @energyupgrade_ca by posting dark content for Earth Day. Darker screens are more energy efficient because they use up to 20% less energy. Together we can #DimTheFeed and #KeepItGolden. When we all save energy in little ways, we can make a big impact. For more info, check the link in my bio.

Mhmm you are seeing correctly... this image is intentionally dark. 🌙 This is an #ad, but for a cause I deeply believe in. My mama raised me to conserve energy and protect our earth, like turning off lights when I’m not using them. So I’m proud to b

Mhmm you are seeing correctly... this image is intentionally dark. 🌙 This is an #ad, but for a cause I deeply believe in. My mama raised me to conserve energy and protect our earth, like turning off lights when I’m not using them. So I’m proud to be part of today’s #EarthDay campaign led by @energyupgrade_ca. #DimTheFeed

🌎 In honor of #EarthDay, I’m posting a darkened image today since darker screens use up to 20% less energy. Join me and @energyupgrade_ca by posting dark content for #EarthDay. Together we can #DimtheFeed, #KeepItGolden #sponsored

🌎 In honor of #EarthDay, I’m posting a darkened image today since darker screens use up to 20% less energy. Join me and @energyupgrade_ca by posting dark content for #EarthDay. Together we can #DimtheFeed, #KeepItGolden #sponsored

Happy Earth Day! My friends over at @energyupgrade_ca and I are driving awareness to energy usage today by asking people to post dark content to their feeds! Dimming your screens & monitors can lower the energy consumption by 20%. Let's see your

Happy Earth Day! My friends over at @energyupgrade_ca and I are driving awareness to energy usage today by asking people to post dark content to their feeds! Dimming your screens & monitors can lower the energy consumption by 20%. Let's see your dark shots today! #ad #DimTheFeed