Problem

Con Edison is the sole energy provider for over 9 million people in New York City and Westchester. As a highly regulated monopoly, they face constant pressure to balance stakeholder, policymaker, and customer interests and relationships. Maintaining positive sentiment and support from these parties is what allows Con Edison to continue building and operating the infrastructure that powers the city that never sleeps.

Earning this support in 2026 was especially hard. On top of climate and political volatility, New York City was experiencing a salient affordability crisis. Con Edison also needed to raise rates to meet regulations and continue its nation-leading service. Tensions were high, and customer sentiment among New Yorkers had been falling.

Solution

Improving positive sentiment involves increasing the perceived value of Con Edison’s service. In a politically and economically fraught year, this brand campaign centers the real people, places and moments that Con Edison empowers (figuratively and literally), rather than the utility service itself.

The creative platform, “Because This Is New York,” expresses shared values —resilience, support, celebration — that define this city and positions Con Edison as the quiet champion for all New Yorkers. The messaging and comms strategy balances Con Edison’s and customers’ priorities and flexes to address fluctuating customer needs year-round. This manifested in a phased, responsive and hyperlocal campaign that empowers and uplifts New Yorkers, enhancing public sentiment.

Relationship

Con Edison proudly sees this campaign as their “boldest, most ambitious work.” Utilities are rarely an arena for emotionally moving creative, but the circumstances demanded bold creative. Over 1000+ assets across video, digital, social, print and OOH were produced and trafficked in under four months. These assets will reach New Yorkers everywhere, from TV to local activations in every borough.