This case study of the University of Toronto Sustainability Office's energy conservation project, Rewire, explores the implementation of a social marketing campaign that encourages energy efficient behavior. Energy conservation activities have reached approximately 3,000 students and staff members annually, and have saved electricity, thermal energy, and water. Rewire helped develop an "ethic of sustainability" on campus, conferred legitimacy on student and staff environmental leaders, and has catalyzed other environmental activities. (Contains 1 table and 2 footnotes.)