Bruce Power Isotopes Elements Campaign

Bruce Power

Tiverton, ON

The Elements campaign by Bruce Power aimed to raise awareness about the significance of medical isotopes, which are produced in their reactors while generating electricity. Using the periodic table framework, the campaign replaced chemical elements with human values such as joy, health, safety and peace of mind. Used in print, outdoor and web platforms, the campaign creatively emphasized the vital role nuclear energy plays in healthcare and medical innovation. Expanding beyond advertising, a line of science-themed merchandise was developed, including a glass beaker coffee mug, a charger replicating the blue glow of cobalt and a glow-in-the-dark Proud t-shirt, which became the unofficial uniform of Bruce Power fuel handlers. To maximize the impact of their Elements gear, Bruce Power launched isotopemerch.com during Childhood Cancer Awareness Month. Profits from sales support the Pediatric Oncology Group of Ontario (POGO) and Brain Tumour Foundation. The Elements campaign is helping to shine a light on the intersection of nuclear power, medical innovation and community health.

Bruce Power Isotopes Elements Campaign Social Media

Judge’s Pick

Neil Laing, VP of Design at Distributive, Kingston, ON

“I have a great respect for any design that exudes a deep understanding of communication challenges, defines a strong strategy and offers a creative solution that is executed with the highest quality of design, typography and imagery—but, periodically, there comes a solution that reaches beyond a mere successful campaign to also delight the audience! This campaign captured the opportunity to educate, communicate and delight.”