SAINT JOHN, N.B.—Local design agency Revolution Strategy has given Saint John Energy’s compact-fluorescent light bulb mascot, Les Watts, a bright new look.

The energy utility approached Revolution Strategy to design a transit wrap promoting energy conservation, particularly to its youth audience.

The design agency took this opportunity to transform its energy efficient mascot into a superhero.

“We felt the Les Watts character wasn’t achieving its potential for Saint John Energy,” says Allan Gates, executive vice president of strategic communications. “We believed he could be more dynamic, fun and accessible if we further anthropomorphized him – giving him arms, legs and clothing.”
 
The original Les Watts character was a compact-fluorescent light bulb with a happy face (see image on right).

“We felt Les Watts was worth keeping because he represents a powerful channel Saint John Energy can use to reach young people with conservation messages,” says Gates. “He’s also an accessible, friendly face for the corporate organization.” Contact: www.revolutionstrategy.com