PG&E Sod Couches Stunt & Interactive Installation

PG&E needed a fun, engaging way to communicate their efforts to help make San Francisco the greenest city on earth.  I co-concepted, produced and publicized a massive city wide installation of sod couches where passers-by where invited to have a seat with friends, have their photos taken and learn about how they could contribute to the effort.  Even Mayor Gavin Newsom showed up for the photo op!  It was a PR home run garnering more than $500,000 in earned media.  In addition, the execution was recognized by Ad Age as one of the best Out-of-Home ideas of the year.

PG&E Sod Couches Video - SF City Hall (one of 9 city wide activiations that day)

-Look out for Gavin Newson and the newlyweds!

Embarcadero - You got 6 couches!

The inspiration!

The prototype: designed in collaboration with ReadyMade Magazine and UC, Berkeley, Dept. of Landscape Design

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Step by step rapid assembly instructions.

Take a seat and get a photo with your BFF in custom branded "Let's Green This City" frame with how-to make your own instructions. Engage with a PG&E Brand Ambassador who decribes PG&E's efforts to make SF the greenest city on earth.

Results! Estimated $500 in earned media value.