Puget Sound Energy (PSE) needed more electric customers to convert to energy-efficient compact fluorescent light bulbs (CFL). The “Rock the Bulb” campaign was first introduced in 2009 to the mainstream market. After the census in 2010, PSE wanted to increase their outreach into their large ethnic customer base. T.D. Wang worked with PSE in 2011 to transcreate the “Rock the Bulb” brand so it made sense in other languages and cultures. More than 50,000 CFLs were distributed during the summer-long series of events – saving 12.7 million pounds of greenhouse gas.