Normal Now

Electrify America was born out of Volkswagen’s Dieselgate scandal—as a penance, VW had to spend $2 million to create a universal network of electric car chargers, as well as a purely educational campaign promoting zero-emissions vehicles (that could not legally promote VW or the branded side of the business). This PSA campaign aimed to reimagine electric vehicles not as luxury status symbols, but as practical options for just about everyone—our goal was to pique people’s interest, open their minds, and just consider electric vehicles as an option for their next car.

Normal Now was born as a campaign about looking to the past to reframe the present. During a massive weeks-long shoot capturing both static and moving character portraits, product shots, product GIFs, vehicle photography, charger photography, and lifestyle video to utilize over a multi-year campaign broken out into several flights of content. Pillars included top-level awareness, as well as consideration points like long ranges, overnight charging, and increasing availability of public chargers. The campaign resonated, with high completion exceeding benchmarks and website visits well above target.