Indianapolis Power & Light Company (IPL) partnered with Borshoff to raise awareness of the company’s Live Energy Smart initiative, which includes various programs designed to help IPL’s residential, commercial and industrial customers reduce their energy use, and in turn save money. Our campaign gently poked fun at the extreme and even slightly nutty things people could do to save energy and provided a simple and easy alternative – enrolling in IPL’s Live Energy Smart programs. An integrated campaign featuring radio, TV, print and transit advertisements launched in the summer of 2011.

Check out the campaign ads:

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http://www.borshoff.biz/clients/ipl/IPL_LES Bright Ideas_HEI.MP3

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Borshoff struck more than Gold at the ADDYs. We won one of three special Judges’ Awards from the Indianapolis Chapter of the American Advertising Federation (AAF Indy) Saturday evening for our Community Involvement Ad Campaign for client Indianapolis Power & Light Company (IPL).

As a long-standing pillar of the Indianapolis business community, IPL has supported local organizations for more than 80 years. Although many companies and individuals benefit from the support, there was low awareness of it. IPL wanted to demonstrate the significance of its local involvement to business and political leaders, regulators, its customers and the organizations themselves.

As part of our rebranding initiative, Borshoff developed a campaign celebrating IPL’s community support through six different themes: sports, arts, environment, social outreach, kids’ education and diversity.

Each theme is represented with a bold, contemporary illustration and a tagline that invites the reader to ponder the words and how they relate to that theme, organization or event. The ads, which run in event programs and other collateral materials, inform and inspire others to join IPL in supporting our community.

The ADDY Awards are the advertising industry’s largest and most prestigious competition and recognize and reward creative excellence in the art of advertising. Judges from around the U.S. selected our IPL Community ad series as the best print campaign in the competition.

The local awards are the first of a three-tier, national competition starting with local entrants vying for recognition in the greater Indianapolis market. As a local winner, Borshoff will compete against other winners in one of 14 District competitions. District winners are then forwarded to the third and final tier, the national ADDY Awards competition.