Magneto's Latest Campaign Calls Attention to NW Natural As Environmentally Friendly

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The Portland advertising agency's new ads tout why natural gas is an environmentally friendly energy source.

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Magneto Brand Advertising, a creatively-driven brand focused agency located in Portland, launched new television advertising for Oregon's largest gas utility company, NW Natural.

"Oregon homes using high-efficiency natural gas appliances instead of electric emit an average of 20 percent less greenhouse gases," says a 30-second television commercial that broke last week. The spot goes on to explain natural gases' positive impact on the environment.

The NW Natural television campaign leverages storytelling creative that explains why using natural gas is more efficient, easier on the environment, and better sustains valuable North American gas resources.

"The campaign was created to bring NW Natural's eco-friendly message to consumers," said Craig Opfer, Magneto's principal and creative director.

"The team approached the project with thoughtfulness, creativity and respect for the company's history and values. There were many different directions we could have taken the environmentally friendly message but wanted to really focus on the benefits of natural gas throughout the whole house. We're targeting both the existing NW Natural customer and the non-gas homeowner so educating consumers was a core creative strategy."

The spots began airing on Portland television July 16.

The Magneto team included Opfer; Jay Fawcett, art director; @Large Films-Production Company; John Beverage, producer; Juliana Lukasik; exec producer.

The client is Cory Beck, Advertising Manager, NW Natural.

About Magneto
Magneto is a creatively-driven full service Portland, Oregon, advertising and branding agency with strategic planning, creative, account service, media, print and broadcast capabilities for a client list that includes NW Natural, Mentor Graphics, Home Builders Association of Metropolitan Portland, Entercom Radio Group - Portland, Sub Rosa Distillery and Standard Insurance. Magneto recently won 4 awards, two first place and two second place, for outstanding communication at the 2007 Utility Communicators International Conference for their work on the NW Natural account.

For more information, call 503-412-8850 or visit

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Christy Caplan
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