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DDB San Francisco's Alternative Ad for Energy Upgrade California Shines a Light on Energy Saving

24/04/2018
Creative Agency
San Francisco, USA
158
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The solar powered 'Better off Billboard' was powered up for Earth Day to inspire Californians to make greater energy saving efforts

DDB San Francisco created a clever way for Energy Upgrade California to “shine a light” on energy conservation in honour of Earth Day.

In order to demonstrate that together we’re #BetterOff, the lights on a billboard in the Los Angeles area were turned off for a night, creating an alternative advertisement supporting the Energy Upgrade California initiative on top of the existing advertiser’s message. 

Lighting this billboard space usually consumes a great deal of energy, but this idea transformed the out of home placement into an off-the-grid media space. Using a special solar powered material, the Energy Upgrade California message illuminated, taking over the existing billboard once it became dark outside. The #BetterOff billboard, which was located on the 405 Freeway in Los Angeles, emphasised the need for every Californian to make an effort to save energy.

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