Feeling the value of public power
Dec 5, 2018
When was the last time you gave serious thought to where your energy comes from? The next time you make that daily commute home, take a moment, look around and retrain your eyes.
Power lines often get erased from our worldview. Most of us only care when the electric bill is too high, or when the lights go out. Only then do we pay attention to the substations, to the lines, to the line workers.
When Centerline Digital won the opportunity to help rebrand ElectriCities—a membership organization of public power communities in North Carolina, South Carolina and Virginia—we began seeing power lines everywhere.
We initiated our relationship by reimagining their website. This eventually culminated in the production of a high-level broadcast and web campaign video for “The Value of Public Power.”
To begin, we asked ourselves a few key questions. Could we demonstrate this as an emotional, human story? Could we make audiences feel the value of public power, not just understand it intellectually?
These questions led us to the subtle, beautiful theme: “These Lines.”
Central to our story was a daughter’s pride in her father, and the community he keeps powered. To play her father, we cast a genuine career lineman rather than an actor. This choice helped us achieve a level of realism which captured the grit of the work, the sacrifices and the authentic joy these professionals feel when providing for their towns and families.
In the end, and in full collaboration with ElectriCities, Centerline produced a video that left lasting impressions on our audiences and the professionals involved in public power.
Today, it’s hard for us to look past the power lines. We are reminded to pause and give thanks for the lineman and utilities keeping us powered, and to remember that “these lines are our lines.”