Yes&,
the independent, fully integrated creative marketing agency, launched a humorous and provocative campaign for
Qi2 (pronounced “chee two), the new global wireless charging standard, drawing an unexpected parallel between one of history’s most notorious urban problems and today’s plague of charging accessory clutter.
The
campaign consists of a 30-second hero video, “We’re Doing This Now,” for the
Wireless Power Consortium. The video opens with meticulously produced silent newsreel footage of 1894 New York during the “Great Manure Crisis,” when city planners believed horse manure would overwhelm urban life. A female pedestrian is terrorized by laborers
who shovel manure at her feet, and she responds with bleeped comments and emojis via title cards. The spot cuts to her standing, wide-eyed with wonder, as early automobiles traverse pristine city streets. The impressive visual and audio details include the
iris-out opening visual effect, the grainy black-and-white footage and the sped-up narrator’s voice.
The
video jumps to today, where consumers battle tangles of cords and wires and drawers jammed with outdated accessories. The payoff is delivered in sleek visuals that show the simplicity of wireless charging enabled by the Qi2. The message: What once seemed unavoidable
can quickly become obsolete when better technology arrives.
“The
campaign was inspired by a simple observation: every generation has accepted inconveniences as a permanent part of life—until someone invents a better way,” said Jason Gaboriau, executive creative director of Yes&. “By comparing charging clutter to another
once-inescapable problem, the work reframes wireless charging as more than an incremental improvement—it is the next inevitable evolution in consumer technology. Instead of going into the nuts and bolts of technical standards or charging specifications, we
invite consumers to imagine a future where charging cables feel just as outdated as horse-drawn transportation.”
The
simplicity of the creative concept belies the breadth of the strategic requirements. Wireless charging adoption is steadily growing across consumer electronics, particularly smartphones, wearables, and automotive applications. As of 2025, about 44% of smartphones
globally support wireless charging, with projections reaching nearly 50% by 2027. In-car wireless charging is also rising, with adoption increasing from 48% in 2023 to 54% in 2024. The global wireless charging market was valued at roughly $30.75 billion in
2024 and is projected to reach $172.17 billion by 2032. The Wireless Power Consortium (WPC) is an open-standards development group that works with electronics and technology companies across the world to set global standards for the safety, efficiency and
interoperability of wireless power applications.
The
campaign positions Qi2 as the new de facto wireless charging standard: Faster, more convenient, interoperable and brand-agnostic. Rather than promoting a specific product, the campaign is designed to educate consumers about the standard and encourage a new
buying habit: intentionally seeking out and choosing Qi2-certified charging products.
The
work features the Qi2 logo and demonstrates that this new globally recognized standard is a choice consumers should see as intentional, modern, reliable and lifestyle-friendly. The message that today’s normal does not dictate tomorrow’s reality is brought
to life in a flexible creative platform that can be deployed across wireless devices of every type. The in-market goal is to push consumers to look for the Qi2 certification whenever and wherever they shop for wireless products.
The
campaign is targeted to consumers ages 14-35 (tech-fluent young millennials and Gen-Zers) across organic and paid social media channels. “The best innovations change what people accept as normal,” Gaboriau said. “By looking backward, we found an entertaining
way to help people look ahead. If audiences laugh first, they’re much more likely to remember what’s coming next.”
“We
value Yes& as a trusted partner that continues to build awareness for Qi2 through fun, creative content that meaningfully engages our key audiences,” added Paul Golden, marketing director for Wireless Power Consortium.
Yes&
was named the Wireless Power Consortium’s agency of record in 2025. The independent, fully integrated creative agency serves clients across the commercial, education, nonprofit, B2B, B2G, automotive, travel, health care and government sectors. Its expanding
suite of capabilities delivers “positivity + possibility” through strategy & research, creative & content, media, digital, social media, events and communications. The agency serves clients nationwide from its headquarters in Washington, D.C., with hubs in
Atlanta and Chicago.
CREDITS
Client: Wireless
Power Consortium, Washington D.C.
Chief
Marketing Officer: Paul
Golden
Campaign
Title: “We’re
Doing This Now”
Execution
Title: “We’re
Doing This Now”
Agency: Yes&,
Washington D.C.
Executive
Creative Director: Jason
Gaboriau
Art
Director: Caitlin
Murzyn
Copywriter: Haley
Robinson
Account
Service: Stephen
Weinstein
Head
of Production: Shawn
Clark
Production
Company & City: RocketSlide
Films, Atlanta
Director/Editor: Landon
Early
