We wanted to put a different spin on solar advertising. One of the key benefits of going solar is the amount of money you are able to save. After multiple ideation and blue sky meetings, we landed on Mo' Money, Mo' Problems. What if we had a couple that was overwhelmed by the amount of cash that resulted from switching to solar? What if their roof was literally producing cash that they had to clean up? We wanted to create a more somber tone to make something so positive feel like a negative.