Client: FortisBC
Role: Concept Development, Creative Direction, Design
Scope: Integrated Marketing Campaign, Character Development, Multi-Channel Communications
Role: Concept Development, Creative Direction, Design
Scope: Integrated Marketing Campaign, Character Development, Multi-Channel Communications
The Challenge
FortisBC offered a wide range of rebates on energy-efficient appliances, equipment, and home improvements, yet FortisBC did not live in customer's minds as a source for those rebates. Instead, they went to retailers, manufacturers, and contractors.
The solution
Rather than continuing to promote individual rebate offers, the goal of this campaign was to communicate a single, memorable message—We've Got Rebates. The challenge was finding a creative approach that could build awareness, create a strong association between rebates and the FortisBC brand, and remain effective across a broad range of products, services, and customer audiences.
Working closely with a creative team that included a writer and designer, I helped develop the concept that ultimately became the Rebate Frogs campaign. Building on the connection between the sound frogs make—"Ribet", and the word "rebate," I created the initial character concepts and visual direction, eventually collaborating with a 3D modeler and fabricator to bring the characters to life. The frogs became the centerpiece of an integrated campaign that extended across television, radio, print, web, and live events, including custom audio elements developed specifically for radio advertising.
Results
Originally planned as a three-year campaign, the Rebate Frogs proved so successful that they continue to be used years later and remain one of FortisBC's most recognizable and enduring marketing initiatives. Market research consistently demonstrated strong customer recognition and positive brand association, while customers frequently referenced the frog characters directly when discussing rebates with the company. What began as a simple creative idea evolved into a highly successful long-term campaign that continues to reinforce awareness of FortisBC's rebate programs today.
Additional Contributors
Graphic Design: Lynn Budney, Brendan Peterson, Ethan Ror, Vivienne Svoboda
Writing & Research: Sam Hawkins, Jasmine Demarcos, Joan Churchill, Nicole Frohloff, Anastasia Koutalianos, Christine Rowlands