Electric City

Client — Yahoo!
Year — 2011
Agency — Razorfish
Role — ACD
Category — Integrated Campaign

CHALLENGE

Electric City is an animated Internet series created by and starring Tom Hanks exclusively airing on Yahoo!. Its a dark futuristic series steeped in metaphor and cultural commentary, and is an unlikely project for fans familiar with the work of Tom Hanks. The goal was to create early buzz, interest and awareness among a younger and more savvy audience while changing brand perceptions of Yahoo!.

SOLUTION

We proposed a digital and social campaign called "AMP", named after the secret police who enforce the laws that govern the city's most precious resource - ELECTRICITY. The "AMP" campaign is grounded in mysterious PSA's which make shocking threats to the public about conserving electricity and use a propaganda-inspired design to communicate their message. Like the show itself, the campaign naturally lends itself to ideological conflict and debate among fans, and we let this drama play out in the real world and online through social media.