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How Leo Burnett Toronto Helped Fuel ‘100 Birthdays’ for Enbridge

When Leo Burnett Toronto took on the task of creating a campaign for Enbridge, a leading North American energy company, it started with the simple idea of a birthday.

Birthdays are something that everyone has in common. No matter how old or young you are, who you are or where you live, it’s something you share with everyone. It’s a day that brings happiness, celebration and, of course, delicious cake. And it takes a certain amount of energy to pull all of that together.

With that insight, the agency positioned Enbridge as a uniting force by driving awareness of the role energy plays in people’s lives and the company’s role in delivering it.

“As a leader in energy transportation, distribution and generation, Enbridge has a very clear purpose that drives them,” said Leo Burnett Canada Group Account Director Richard Bernstein, “which is to fuel peoples quality of life.”

To bring the brand’s core purpose to life, the agency brought together employees, retirees, family and friends of Enbridge Gas Distribution, ranging from age 1 to 100, and celebrated 100 birthdays. Most importantly, there were 100 unique cakes used over the course of the two-day celebration.

“Each person was filmed at high speed and encouraged to make a wish as they blew out their flame,” said Bernstein. “We combined these beautiful images with a piece of music that helped to create the emotion and story we wanted to tell.”

The “E = A Lifetime of Happiness” spot was released on August 9th as a part of Enbridge’s ongoing “Life Takes Energy” campaign. The online video is supported by blogger and influencer outreach, as well as an Enbridge internal employee campaign that reaches their nearly 11,000 employees.