One of the seeming paradoxes of electricity generation and distribution is that, as a company, you spend a great deal of your time convincing people to not use so much of your product. But energy efficiency is integral to Avista’s brand – such that they have a team of experts ready to provide tips and advice on ways to save, as well as a system of rebates and incentives to help offset the costs of energy-efficiency equipment upgrades. To help communicate what the company calls Demand Side Management, Avista worked with helveticka to create a pair of television commercials, a radio spot, a suite of online ads, and social media assets that inform and engage their nearly 375,000 electricity customers in Washington and Idaho. In addition to providing creative direction, concepting, design, and writing services, helveticka worked with production company Mojo Lab and with Digital Itch for motion graphics.