Generac was at an incredible inflection point. After decades of growth and success in making the most reliable generators to power homes and businesses, they were looking to continue their exponential growth by looking into how power can propel our modern technological world. Over the last couple of years they had grown the company’s offerings through some really amazing acquisitions and were looking to us to help create sense of this new expanded company.

But first they needed to address their bread and butter. Besides long infomercials featuring doom and gloom in the middle of the night and an occasional banner ad, they hadn’t done much brand marketing around their star product, the home backup generator.

Our campaign was centered on photos we found on installers websites after that the installer took of the Generac generator and it’s new owner. These proud home owners showing off their new generator sometimes in socks and sandals, sometimes seated on it, sometimes arms crossed, sometimes with a thumbs up, but always with a confident smile. Like proud peacocks, feathers fully on display. Because like our campaign says, it’s not just a generator, it’s a power move.