PMG Digital Made for Humans

Green Mountain Energy & PMG Launch New Brand Campaign with Lucy the Firefly to Illuminate a Brighter Future

3 MINUTE READ | May 21, 2024

Green Mountain Energy & PMG Launch New Brand Campaign with Lucy the Firefly to Illuminate a Brighter Future

Green Mountain Energy & PMG Launch New Brand Campaign with Lucy the Firefly to Illuminate a Brighter Future

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PMG is a global independent digital company that seeks to inspire people and brands that anything is possible. Driven by shared success, PMG uses business strategy and transformation, creative, media, and insights, along with our proprietary marketing intelligence platform Alli, to deliver Digital Made for Humans™. With offices in New York, London, Dallas/Fort Worth, Austin, Atlanta, and Cleveland, our team is made up of over 900+ employees globally, and our work for brands like Apple, Nike, Best Western Hotels & Resorts, Gap Inc., Kohler, Momentive, Sephora, and Shake Shack has received top industry recognitions including Cannes Lions and Adweek Media Plan of the Year.

Green Mountain Energy, the nation’s longest-serving renewable energy retailer and a pioneer in providing 100% renewable energy solutions, is excited to unveil its breakthrough advertising brand campaign, "Lucy’s World." Featuring the delightful, animated firefly brand ambassador Lucy, this campaign by PMG and directed by Laurie Rowan came to life through an innovative animation production produced by Emmy-winning creative studio Nexus Studios.

Lucy the firefly brings optimism for a better future to life in a vibrant, green, and clean world, seeing the best in everyone and everything. She radiates positivity, encouraging viewers that even the smallest energy-saving decisions can have a monumental impact on our world. This is embodied in the campaign's central message: small actions can lead to big changes.

The visuals and animation for "Lucy’s World" are designed to mirror the personality and optimism of Lucy herself. The campaign showcases a variety of dynamic, bright, and fun elements that comprise her imaginary world – one that represents what our own could be if we all come together for the greater good.

“Just as Lucy lights up the world with her gentle and inviting glow, we aim to illuminate the path to cleaner energy usage with engaging, thoughtful storytelling that resonates with both longtime sustainability pros and newcomers,” said Amy Nuttall, Director of Marketing, Green Mountain Energy.

Lucy’s World begins rolling out this month across multiple platforms, including video, social media, display, and OOH advertising. The visual creation not only sets the stage for this launch but also paves the way for Green Mountain Energy’s future storytelling—all within Lucy’s enchanting and newly created 3D town. It is designed not just to advertise but to influence, reflecting the brand's commitment to inspire hope and motivate action through the use of clean energy.

Created by PMG, campaign elements include :30, :15 and :06 spots, supported by an integrated multi-channel media plan. Throughout May, Green Mountain energy ads will run across a full funnel of placements in areas such as high-impact media, DOOH, CTV, audio, online video donating to GME’s charitable organization, native, social channels (including Pinterest, Reddit and Meta), along with search.

Added Andrew Harper, executive creative director at PMG: “Green Mountain Energy is different than other energy companies and needed a campaign that embodies the vision of what the world could be. We show a world full of life and opportunity with a production approach that is actually sustainable itself. The animated world can be used again and built upon as we shine a light on a better world.”

Watch "Light the Future" featuring Lucy the firefly on YouTube.

Creative Credits


Client: Green Mountain Energy

Director of Multibrand Marketing: Amy Nuttall

Senior Manager of Brand & Prospect Marketing: Linda Nunnery

Brand Marketing Manager: Kelsey Brownhill

Senior Brand Marketing Specialist: Myleeza Mingo


Agency: PMG

Executive Creative Director: Andrew Harper

Creative Director: Justin Pitchard

Creative Director: Lori Wittig

Associate Creative Director: Cynthia De La Torre Moreno

Associate Creative Director: Catherine Babin

Motion Design: Luis Cuenca

Strategy & Insights Senior Manager: Yash Shah

Creative Account Senior Manager: Megan Orbach

Executive Producer: Amanda Huelse

Senior Producer: Ben Evangelista


Production Company: Nexus Studios

Director: Laurie Rowan


Sound Company: Factory Studios Ltd

Music Production Company: SIREN & Factory Ltd

Composer: Stuart Hancock

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