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BtoB's Best: Print Campaign (<$200,000): Total Gas & Power

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Agency: Stein IAS, Bollington, England Campaign name: “Switched Thinking Adverts” Launch date: June 2012 Why we liked it: Energy suppliers in the U.K. are said to have a slippery reputation. Business owners and managers, who must rely on energy for their lifeblood, claim the suppliers overcharge, fail to communicate and trick them on pricing and contracts. To differentiate itself from less-savory energy providers, Total Gas & Power steps forward with its new brand character—Business-minded Bill, who's unlike the rogues' gallery of such characters as Shifty Bill, Big Bill and Lazy Bill. Fresh-faced and friendly looking, Business-minded Bill looks like the kind of guy you can trust. The entertaining images of the other guys make for a memorable campaign.
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