Electrify America and creative agency Eleven have launched “Hello, Freedom,” an integrated campaign designed to drive awareness for the brand and charging station availability among electric vehicle (EV) owners and intenders in the U.S. The campaign promotes the freedom to travel for when EV drivers are ready to go about their everyday travel needs, just like drivers of gas-powered vehicles.
Electrify America is billed as the largest open direct current (DC) fast charging network for electric vehicles in the U.S. The company’s charging network features more than 2,000 ultra-fast chargers at over 460 charging stations.
“Hello, Freedom” highlights the reduced freedom of everyday travel that many Americans have experienced this year. It focuses on a renewed appreciation for the privilege of travel by vehicle and the beauty of being able to go anywhere thanks to a growing EV charging network.
This brand film, taking the form of a group video call seen all too frequently over the past few months, emphasizes Electrify America’s ability to help EV owners break away from the new norm and move about their community for necessary travel. A splash of animation energizes the Zoom conference call.
“Hello, Freedom” features the Ford Mustang Mach-E and Harley Davidson LiveWire®, two iconic American car manufacturers that are among the manufacturers championing electric mobility through charging agreements with Electrify America.
Eleven and production company Florence filmed the brand film completely remote. After a camera package was shipped to each talent, director Erin Murray and the producers utilized a remote viewing platform to control the actors’ devices so that adjustments could be made in real-time.
“We wanted to create a commercial that was not only entertaining but also relatable,” said Carter Debski, creative director at Eleven. ”A spot that people could see themselves in–sheltering at home with their families or pets, doing normal stuff. Ready to get back out there, on the road. What better way than a choreographed Zoom animation. We were all on Zoom watching the shoot happen through Zoom, for a commercial taking place on Zoom. It was much different than a pre-COVID shoot. We learned as we went, used our director’s experience and ended up with something that feels fresh, which is what we all need right now.”
