--- title: The human side of energy date: 2026-05-20T15:07:00-04:00 author: Stephanie Chartrand canonical_url: "https://www.alphabetcreative.com/work/the-human-side-of-energy-with-hydro-ottawa/" section: Work --- insight & strategy ## One partner. Every step. We had to look beyond the grid and monthly bills for Hydro Ottawa to be considered a trusted energy partner. The strategy needed a holistic narrative demonstrating how their real-life experts guide businesses from consultation to completed project. We rooted our approach in two core insights: ### Awareness without action Commercial businesses are aware of energy-saving opportunities but lack the clarity and confidence to act. Because B2B decision-makers are driven by emotion, they trust brands that feel human—yet cost, operational disruption, and ROI remain primary concerns. ### From transactional to relational Hydro Ottawa needed to shift from a faceless entity into a relationship-driven problem solver. We highlighted the genuine accessibility and humanity of the organization's real experts, putting approachable faces to the utility at a time when trust is paramount. concept & creative ## Expert at energy. Bad at gardening. > “We’re human. We aren’t great at everything, but we are experts on everything energy.” To stand out from typical utility brands, we juxtaposed professional expertise with amateur everyday skills. Using humour and surprise, we featured real Hydro Ottawa employees struggling with normal tasks, grounding the campaign in a very human way. human media strategy ## Reaching the right audience Our media strategy was built to capture commercial decision-makers at every stage. We combined animated digital and social ads with high-impact print placements in the Ottawa Business Journal to build trust and drive conversions using a three-pronged approach: ### Always-on presence Establishing baseline familiarity and trust in the market. ### Programmatic scale Reaching niche commercial audiences across targeted digital channels. ### High-intent retargeting Converting warm leads with program-specific messaging and ROI-focused savings. ![A Hydro Ottawa magazine advertisement featuring Sydney, an energy expert. A headline reads, "Sydney: expert on energy savings. Bad at gardening," next to a photo of her holding a wilting plant.](https://www.alphabetcreative.com/assets/transforms/clients/hydro/_800xAUTO_crop_center-center_none_ns/hydro-energy-tier-2-obj.jpg) ![A smartphone displaying a Hydro Ottawa advertisement on the Ottawa Business Journal website. The ad features a man at a pottery wheel with the text, "Sushant: Expert on energy savings. Bad at pottery" with a call to talk to an energy expert.](https://www.alphabetcreative.com/assets/clients/hydro/hydro-energy-tier-2-mockup-social-sushant.gif) ![A smartphone displaying a Hydro Ottawa facebook post featuring a woman holding a wilted plant with the text, "Syndey: Expert on energy savings. Bad at gardening" with a call to talk to an energy expert.](https://www.alphabetcreative.com/assets/clients/hydro/hydro-energy-tier-2-mockup-social-sydney.gif) ### Streamlined journey To eliminate friction, we guided the design of the campaign landing page. By streamlining complex program content, we built a single pathway for commercial customers with one clear call to action: book a free consultation with a Hydro Ottawa energy expert. ![A high-angle shot of a person's hands typing on a laptop at a wooden table next to a coffee cup. The laptop screen displays a mockup of a Hydro Ottawa webpage titled "Get advice and funding for energy upgrades," featuring a photo of Sydney, an energy expert.](https://www.alphabetcreative.com/assets/transforms/clients/hydro/_800xAUTO_crop_center-center_none_ns/hydro-energy-tier-2-mockup-landing-page.jpg) ### Behind the camera Alongside our photo and video partner, House of Common, we planned and directed the campaign photoshoot. By casting real Hydro Ottawa employees rather than professional talent, we infused the humanity of the brand right into the creative. ## To learn how Alphabet® can help tell your story, **get in touch, and we’ll get started.** [ contact us ](mailto:info@alphabetcreative.com?subject=Looking%20for%20more%20information) ## More work [ view all ](https://www.alphabetcreative.com/work/) - [ ![](https://www.alphabetcreative.com/assets/transforms/clients/_800xAUTO_crop_center-center_none_ns/featured-electricity-canada.jpg) Electricity Canada ### The Future of Clean Energy with Electricity Canada ](https://www.alphabetcreative.com/work/electricity-canada/) - [ ![A smiling man in a purple hat checks his phone against a purple background, with floating icons representing financial security and protection.](https://www.alphabetcreative.com/assets/transforms/clients/cdic/_800xAUTO_crop_center-center_none_ns/cdic-hero.jpg) Canadian Deposit Insurance Company ### Clarity Over Complexity with CDIC ](https://www.alphabetcreative.com/work/cdic/) - [ ![Alp sogc header](https://www.alphabetcreative.com/assets/transforms/clients/_800xAUTO_crop_center-center_none_ns/alp-sogc-header.jpg) Society of Obstetricians and Gynaecologists of Canada ### Let’s Talk About Women’s Health ](https://www.alphabetcreative.com/work/the-society-of-obstetricians-and-gynaecologists-of-canada/) [ view all ](https://www.alphabetcreative.com/work/) ![](https://www.facebook.com/tr?id=228021097873593&ev=PageView&noscript=1) ![](https://px.ads.linkedin.com/collect/?pid=3706857&fmt=gif) <![CDATA[YII-BLOCK-BODY-END]]>