


The Client
Hawaiian Electric Company (HECO) is an electric utility company that provides power to Oahu, Hawaii.
HECO is actively working to "save Hawaii" by focusing on transitioning to 100% renewable energy, reducing reliance on fossil fuels, implementing grid resilience projects to combat wildfires, and encouraging customers to shift electricity usage to daytime hours when solar power is abundant through programs like "Shift and Save" - all with the goal of creating a sustainable and climate-resilient future for the islands.
The Challenge
HECO sought to raise awareness about its charitable project by inspiring Hawaiians to embrace conservation, take action, and preserve the islands’ natural beauty. The campaign needed to educate the community on the importance of planting native Hawaiian trees while fostering excitement and a sense of personal responsibility. By highlighting Hawaii’s cultural heritage and breathtaking landscapes, HECO aimed to turn environmental stewardship into a collective movement, motivating individuals and families to protect their home for future generations.
The Strategy
The marketing strategy we created for Project Footprint aimed to inspire community action and emphasize preserving Hawaii’s natural legacy by celebrating native Hawaiian heritage and the islands’ stunning landscapes. Featuring captivating videos, a local Super Bowl commercial, and engaging social media, the campaign encouraged personal responsibility for conservation. A standout element was the launch kit with native Hawaiian tree seeds, empowering participants to directly nurture the islands’ biodiversity. This multifaceted approach created emotional resonance, fostering a collective commitment to protecting Hawaii for future generations.
The Strategy
The marketing strategy for the launch of Project Footprint was designed to inspire community action and highlight the importance of preserving Hawaii’s natural legacy. At its heart, the campaign celebrated generations of native Hawaiian families and the stunning landscapes of the islands, connecting the audience to the cultural and environmental significance of eco-friendly initiatives.
Through captivating videos, a powerful local Super Bowl commercial, and engaging social media content, the campaign encouraged individuals to take personal responsibility for conservation. A standout element was the launch kit, which included native Hawaiian tree seeds, allowing participants to directly contribute by planting and nurturing the islands' biodiversity. This multifaceted approach created a deep emotional resonance, fostering a collective commitment to protecting Hawaii for future generations.

The Creative
The "Project Footprint" concept beautifully captures HECO’s commitment to preserving Hawaii’s natural legacy through its charitable program. The creative design highlights the deep connection between the land and its people, featuring generations of native Hawaiian families against the backdrop of Hawaii’s breathtaking landscapes. By showcasing the island's unique beauty and the enduring traditions of its residents, the campaign emphasizes the importance of eco-friendly initiatives and personal responsibility in protecting this delicate environment. "Project Footprint" inspires a collective sense of stewardship, reminding us all that preserving Hawaii’s future begins with the steps we take today.




Project Footprint plants trees through the Hawaiian Legacy Reforestation Initiative, a non-profit that has planted "more than half a million trees" as part of this project. Therefore, the exact number of trees planted by Project Footprint is in the hundreds of thousands.
–HEI's 2022 Environmental, Social and Governance Report


Client: Hawaiian Electric Company
My Role: Writer, Strategy
ACD: Anna G.