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In 2011, Chowder—serving as creative agency partner for IPG public relations giant Fleishman Hillard—pitched and won a $20 million advocacy and brand building assignment from the American Petroleum Institute (API.)
Working with the tagline “The energy to do it right”, Chowder positioned the oil and natural gas industry as an industry in-tune to peoples’ concerns—an industry working hard to actually alleviate those concerns. Our campaign creatively told the stories of towns across America that had benefitted from onshore drilling and individuals who had witnessed first-hand the steps being taken to make the process safer. As a result, Chowder was able to give conscience to a practice that had forever been decried as having none.