Launching Enbridge鈥檚 new 鈥楾omorrow Is On鈥 campaign, a new film follows a rooster showing how the company is bridging to a cleaner energy future.
The film begins with a rooster starting his day just like every other before, on a farm awaiting the sunrise. But just as the farmhouse awakens, he decides today is going to be different than the ones before and begins his journey into town, strutting to a rendition of Stevie Wonder鈥檚 鈥楬igher Ground鈥, as he makes his way through a world waking up and turning on with conventional and renewable energies.
鈥淭he work we鈥檙e doing at Enbridge is all about bridging to a sustainable energy future. It鈥檚 happening every day, and it鈥檚 the environmental progress and innovation we鈥檙e focused on for tomorrow. This little rooster is a symbol of all that work and our commitment to it,鈥 says Mike Fernandez, SVP, public affairs, communications and sustainability and chief communications officer. 鈥淎nd while he acts as a guide to showcase how we transport and use energy, the campaign also demonstrates how we鈥檙e lowering emissions through modernising our conventional systems and deploying wind, solar, hydrogen, carbon capture and other technologies.鈥 Mike continues, 鈥淭he rooster鈥檚 journey is an ambitious one, and like us he鈥檚 taking on tomorrow with everything he鈥檚 got.鈥
Enbridge鈥檚 鈥楾omorrow Is On鈥 campaign underscores how an effort begun by the company 20 years ago is now bridging to a sustainable energy future. While a rooster is the hero in the television ads, the sunrise is used throughout other communications to symbolise the transition to a new day.
鈥淭here鈥檚 a spirit that the rooster brings that is exactly what our message means,鈥 adds Steve Persico, co-CCO at Leo Burnett, the agency partner for the campaign. 鈥淵es, like Enbridge, he鈥檚 always ready to take on every day. But this rooster, when he wakes up and looks to tomorrow, he isn鈥檛 just meeting it; it鈥檚 on.鈥 Steve continues, 鈥淎nd while the visuals and messaging all tell that story, combined with the determination of Stevie Wonder鈥檚 Higher Ground, it鈥檚 all about reaching higher, and always getting better.鈥
Mike adds, 鈥淭he rooster is the embodiment of our excitement for what鈥檚 on the horizon for Enbridge. We鈥檙e embracing the future 鈥 not denying it. Tomorrow Is On.鈥
Accompanying the filmed television advertising is a fully integrated campaign with digital, print, and radio running in select markets within the United States and Canada.