What do Mark Ruffalo, Huron, Calif., Mayor Rey Leon, Watts, Calif., leader Mama Linda Cleveland, former California Air Resources Board ch...
Global and Local Superheroes Star in Veloz’s New Campaign to Electrify Transportation
What do Mark Ruffalo, Huron, Calif., Mayor Rey Leon, Watts, Calif., leader Mama Linda Cleveland, former California Air Resources Board chair Mary Nichols and California Energy Commission Chair David Hochschild all have in common? They are just a few of the superheroes on the screen and behind the scenes of Veloz’s latest Electric For All culture change campaign via creative agency Superconductor, “40 million Reasons to Go Electric” with an optimistic message the world could use right now. As California leads the way to a zero-emissions new car fleet by 2035, this campaign aims to show the country and world how to get there faster.
Previewed at the Clean Energy for America Inaugural Ball and launching January 27 as the new administration advances its clean energy agenda, Veloz’s multi-stakeholder, multi-million dollar nonprofit, nonpartisan campaign is the product of unprecedented collaboration and spotlights local and global superhero agents of change fighting for social, economic and environmental justice, celebrating California’s many cultures, and underscoring the reasons each and every Californian has to go electric.
Starring climate activist and Emmy award-winning actor Mark Ruffalo and Marvel’s Agents of S.H.I.E.L.D. star Chloe Bennet, Huron Mayor Rey Leon, Watts environmental justice leaders Mama Linda Cleveland and Jacquelyn Badejo, and Oakland, Calif., activist artist Favianna Rodriguez, the campaign features an avante-garde, bright and vibrant animation by animation house Laundry paired with an original Californian take on neo-soul-inspired music sung by the Barbadian-born, Los Angeles-based singer Ayoni. The campaign will be promoted with paid and social media with large-scale reach, and an electric car shopping online portal — ElectricForAll.org — that provides the most comprehensive consumer resource available on electric vehicles, with up-to-date makes and models and multiple shopping tools -- including search by ZIP code tools that identify car incentives and home charger incentives via the Home Charging Advisor. All elements of the campaign are designed to reach Californians where they are, and educate, inspire and empower them to go electric.
"The sooner we transition to an electric transportation system, the less strife there will be in the world,” said Ruffalo. “This initiative creates an opportunity to empower local heroes everywhere to choose electric transport to a cleaner, more just future.”
“California is a global leader in out-of-the-box thinking, unconventional collaborations and innovative solutions. Veloz’s campaign is a perfect example: cutting edge content, heroic alliances, and a super-powered approach to make Electric For All a reality,” said Veloz Public Policy Board Chair Mary Nichols, who made history with Governor Gavin Newsom by issuing his executive order directing all new cars and trucks sold in California in 2035 to be zero emissions. “The market is primed, industry is ready, policy is there in California and now with new leadership in Washington, the time is now to inspire and empower everyone to go electric.”
“Veloz is putting the pedal to the metal to speed up the governor’s goal,” said Josh Boone, Veloz executive director. “California is at the bleeding edge of culture and our love affair with cars has defined and directed the automobile market for over a century. Our Electric For All campaign mixes magic and method, strategy and secret sauce to push the electric vehicle market past its tipping point.”
Veloz’s Electric For All “40 Million Reasons to Go Electric” campaign is focused on one of the largest remaining barriers to the adoption of electric cars and trucks: outdated myths about cost, choice and performance. [See EFA webpage: Myths vs Facts.]
“Electric cars are already competing with gasoline vehicles in price and they exceed in performance -- but public awareness has not kept pace,” said Veloz Board Chair Caroline Choi, senior vice president, Edison International and Southern California Edison. “That’s why Veloz has launched ElectricForAll.org, and its annual campaigns to bust the myths, provide comprehensive consumer information and tools, and show how easy, fun, affordable and important it is for all Californians to go electric."
Speaking about the campaign, Superconductor Chief Creative Officer Chris Adams notes, "In a time where there is so much anxiety, so much division and so much uncertainty in the world, we wanted to do a really positive, inspiring and upbeat campaign that celebrates all of the millions of reasons to drive electric.”
This distinctly Californian animated campaign mixes bright colors, hope, optimism, fun, facts and original music as it follows these superheroes on a road trip across California.
“The electric car market represents a multi trillion-dollar opportunity for California to create new businesses and jobs, and move our state, nation and world to a cleaner, healthier, more equitable and prosperous future,” commented Boone. “Our campaign aims to tap the superhero in everyone to get to that future faster.”
Veloz, a nonprofit organization made up of a high-powered, diverse board and members from the public and private sectors and across the aisle, is the power behind the annual Electric For All culture change campaigns. From Opposites Attract, to Kicking Gas with Arnold Schwarzenegger to this year’s 40 Million Reasons to Go Electric, Veloz’s “Electric For All” campaign is the nation’s largest and most inventive multi-stakeholder public awareness campaign for electric cars.
About Veloz’s Campaign Partners:
Creative Agency: Superconductor, Animation Studio, Laundry: Music Studio, Walker, Paid Media, The Golden State Company; Metrics Research, Hall & Partners. Strategy & Earned Media, Cater Communications; Equity Advisor, Better World Group; Superhero partners: The Solutions Project, The Latino Equity Advocacy & Policy (LEAP) Institute, Watts Clean Air and Energy Committee.
Executive Director: Josh Boone
Programs Director: Lisa Chiladakis
Communications Director: Margaret Mohr
President and Founding Principal, Cater Communications: Morrow Cater
Creative Agency: Superconductor
Chief Creative Officer: Chris Adams
Chairman: Todd Makurath
President/CEO: Luke Ricci
Executive Producer/EVP Sales & Development: Allison Amon
Chief Strategy Officer: Noel Sullivan
Talent Coordinator: Lara Friedmann
Coordinator: Luke Kancir
Creative Director/Art Director: Jera Mehrdad
Creative Director/Copy Writer: Ron Schlessinger
Designer: Jarrel Smith
Programing and Animation: Derek Mosher
Animation Production Company: Laundry
Executive Creative Director: Jayson Whitmore
Managing Director: James Sweigert
Head of Production: Matthew Primm
Producer: Dean Marchand
Production Coordinator: Adam Finley
Design & Illustration: Yeri Lee
Design & Illustration: Whitney Lam
Design & Illustration: Chris Yoon
Design & Illustration: Yuying Herr
Design & Illustration: Jessica La
Design & Illustration: Symphony Allison
Storyboards: Judah Dobin
Storyboards: Eddie Lin
2D Animation: TJ Sochor
2D Animation: Yongmin Park
2D Animation: Stephen Villari
2D Character Animation: Geoff Ciccarelli
Music: Walker Music
Composer: Doran Danoff
Executive Producers: Stephanie Pigott
Executive Producer: Sara Matarazzo
Producer: Danielle Soury
Mix: Lime Studio
Audio Mixer: Rohan Young
Executive Producer: Susie Boyalan
Editorial: Lark Edit
Editor: Mike Wolfe
Executive Producer: Betsy Beale