Schneider Electric Canada is taking over Toronto’s Union Station as part of a campaign designed to make the invisible role of energy infrastructure visible.
The “This Is Working” campaign by McCann Canada marks an evolution in the company’s positioning, shifting the conversation from sustainability toward energy technology at a time when AI, data centres and electrification are driving demand for smarter infrastructure.
Digital out-of-home creative throughout Union Station resembles designed as “a living energy dashboard” features messages such as “This is working, because we are” and “The unseen systems that keep life moving.” The installation aims to illustrate how the Paris-based multinational’s energy systems quietly power large swaths of buildings, transportation networks and critical infrastructure in Canada.
Sophie Chadefaud, Schneider’s VP of marketing, the says the campaign’s concept began with a simple truth: People rarely think about energy when everything is working. “From there, we show how intelligent energy technologies quietly help keep buildings, transportation systems, industries and critical infrastructure running,” Chadefaud says.
Images courtesy of Schneider Electric
Rather than using Union Station solely as a media placement, Schneider chose the location because its own technology works to power the downtown Toronto facility.
“What makes the experience unique is that it is happening within a real transportation hub where Schneider Electric technology helps support operations,” Chadefaud says. “As people move through the station, they aren’t seeing disconnected messages. They’re experiencing different parts of a single connected system, much like the energy networks that quietly power the places Canadians rely on every day.”
The activation anchors a broader campaign spanning social media, digital video and LinkedIn as Schneider looks to expand awareness beyond its traditional B2B audience and reposition itself around the technologies underpinning AI, data centres, grid modernization and advanced manufacturing. Media planning is by McCann Canada, with Branded Cities supporting the OOH execution and Meta and LinkedIn supporting social and video placements. Golin PR is leading media relations, thought leadership and earned media.
