Smart Plays,
Big Wins
When Puget Sound Energy teamed up with Seattle Sounders FC, the goal wasn’t just to create a sponsorship—it was to build a community-first campaign that turned energy efficiency into a winning play.
Role
Consultant: Copywriting, branding, and messaging
Client
Puget Sound Energy, in partnership with The Vida Agency and Seattle Sounders FC
Duration
6 months, from kickoff to launch
Overview
Challenge
Unlikely teammates
Soccer and energy utilities might not seem like obvious partners—but that’s exactly where the opportunity lay. Puget Sound Energy wanted to reach more Spanish-speaking and immigrant communities with money-saving energy programs. Seattle Sounders FC had the heart and audience. But the connection needed meaning—and message.
Solution
Create a campaign that scores
I served as lead copywriter, working with The Vida Agency, PSE, and Sounders FC to connect the dots between fútbol and energy savings. We built the campaign theme “Smart Plays. Big Wins.” around a simple insight: strategy wins games—and saves money, too. From there, we developed bilingual messaging, quiz-based ticket promotions, and in-stadium activations that turned casual fans into engaged energy-savers.
Outcome
A campaign with staying power
With 6,452 tickets distributed, 1,300+ program sign-ups, and over 2 million impressions in its first year, this campaign didn’t just boost awareness—it built a foundation for a five-year partnership grounded in community and joy.
Let’s get into it
Audience
Latinx families, soccer fans, and energy customers
This campaign focused on Spanish-speaking and immigrant households—audiences often underserved by traditional utility outreach. By connecting with families through a shared love of soccer, we met people where they were—at the game, in the community, and on the airwaves.
Ideation
From copy to community connection
Naming and messaging
We needed to articulate the connection between smart energy moves and smart soccer plays. “Smart Plays. Big Wins.” was born from this metaphor—and it showed up across quiz copy, signage, radio scripts, and digital ads. Messaging highlighted how everyday actions—like joining PSE Flex or changing your usage schedule—can add up to meaningful wins at home.
Creative extensions
The message came to life through vibrant visuals by muralist Angelina Villalobos Soto, a player ambassador campaign featuring Pedro de la Vega, and a traveling activation booth that made energy efficiency fun and tangible.
Bilingual campaign voice
Working with a multicultural team, we crafted English and Spanish messaging that felt natural, clear, and culturally relevant—avoiding energy jargon in favor of accessible language and soccer-driven metaphors.
Results
⚡ 1,300+ FLEX interest sign-ups
🎟️ 6,452 Sounders FC tickets distributed
👀 2,000,000+ estimated partnership impressions
Reflections
Building bridges between brands—and people
Helping connect a fútbol club and an energy utility was a rewarding creative challenge. By linking two seemingly unrelated sectors through shared values of community, teamwork, and resilience, we created a message that resonated.
I’m excited to see how this partnership evolves in the years ahead—especially as we explore new ways to drive energy efficiency across our region and deliver real savings to local families. When strategy meets heart, everybody wins.