API - “We’re On It”

As the energy and climate change debate in America turned the spotlight towards the Natural Gas and Oil Industry, the American Petroleum Institute (API) came to POOLHOUSE to create a campaign that would change the conversation and show the real progress that the industry was making towards cleaner, more affordable energy solutions.

That's how the "We're On It campaign was born. We created a multi-faceted campaign that encompassed television, radio, social, digital and OOH creative that worked in tandem to put faces to the workers of the Natural Gas and Oil Industry and, in their voice, showed how this industry is taking action...not just discussing it.

In a post-test focus group, 66% agreed with the statement that NGO is working to solve important environmental challenges and issues.

Client - American Petroleum Institute

Year - 2019

Completed while working for POOLHOUSE.