Southern California Edison: Safety Squirrel

Date: May 2019
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Getting a public service message to the masses isn’t easy, especially in a crowded media environment. Enter Safety Squirrel, a fast-talking rodent who is out to warn Californians about the danger of power lines.

Southern California Edison picked a squirrel for its relatability to power lines, as the fuzzy-tailed beasts are often seen traipsing along them like an agile tightrope walker.

‘Safety Squirrel’ is a campaign by IW Alliance, consisting of Dailey, GP Generate and IWGroup. It features a frank, quick-tongued squirrel who dispenses rapid-fire real talk about how to behave near power lines. Whether he's saving a partygoer's errant metallic balloon from frying a power line or stopping a distracted tree trimmer from making a shocking mistake, Safety Squirrel intercedes in spots that are, well, a little nutty.


Client credits

Client - Southern California Edison

Chief Executive Officer - Kevin Payne

SVP Corporate Affairs - Caroline Choi

VP Corporate Communications - Beth Foley

Principal Manager, Brand & Creative - Diane Tasaka

Advertising Manager - Tracy Ou

Communications Analytics & Insights Mgr. - Jim Kapsimalis

Creative Director - Doug Olivieri

Agency credits

Agency - IW Alliance, a collaboration amongst Dailey, GP Generate and IW Group

Executive Creative Director/Writer - Helen Cho, Dailey

Executive Producer - Mike Cha, Dailey

Sr. Art Director - Wonee Paek, Dailey

Managing Partner - Jean Grabow, Dailey

VP/Account Director - Robert Kavanagh, Dailey

Account Supervisor - Cheldy Moran, Dailey

Account Lead - Dean DeMarchi, IW Group

Director of Strategy - Jane McCarthy, Dailey

Strategist - Katherine Kilmer, Dailey

Media COO: Stephen Page, GP Generate

Production/VFX/Post: Ntropic

Director - Nate Robinson

DOP - Andy Lilien

Producer - Elisa Morse

Head of CG - Dave White

CG Supervisor - Andrew Cohen

Flame Lead - Amanda Amalfi

Editor - Robb Hoffman

Colorist - Nick Sanders

EP - Juliet Tierney

Producer - Persis Reynolds

Composer - Emoi Music/Aaron Robinson

Audio - Eric Garcia, 48 Windows

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