Energy Upgrade California: advert-body-3 by DDB San Francisco
- Location:
In an experiment in energy conservation for Earth Day, Energy Upgrade California and DDB San Francisco took over a billboard in Los Angeles on Interstate 405 to demonstrate that together we’re #BetterOff. They arranged to have the usual lights on the billboard turned off for a night to create an alternative ad supporting the Energy Upgrade California initiative on top of the existing advertiser’s message, without the use of electric power.
Lighting the static billboard space at night 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 after the power was turned off, taking over the existing billboard once it became dark outside. The #BetterOff billboard emphasized the need for every Californian to make an effort to save energy.
The billboard’s regular ad was for McDonald’s chicken menu items. When the Light Tape was activated by night, the text changed to: “This was an ad for McDonald’s. Thanks to their partnership, it’s now an ad that saves energy.” It also featured McDonald’s and Energy Upgrade California logos, as well as the #BetterOff for Earth Day hashtag.
Credits
Client: Energy Upgrade California
Executive Division, Supervisor, California Public Utilities Commission: Stephanie Green
Executive Division, News & Outreach Office, California Public Utilities Commission: Daisy Yee
Creative Agency: DDB San Francisco
Chief Creative Officer, DDB North America: Ari Weiss
Executive Creative Director, DDB San Francisco: Ben Wolan
Creative Director, DDB San Francisco: Samantha Brown
Sr. Copywriter, DDB San Francisco: Boomer Cruz
Head of production, DDB San Francisco: Marla Ulrich
Creative Technology Officer, DDB New York: Alexander Rea
Client Services Director, DDB San Francisco: Matt Perry
Account Director, DDB San Francisco: Oletta Reed
Account Executive, DDB San Francisco: Amanda Fuller
Account Supervisor, We Are Unlimited: Taylor Knowles
Media Agency: OMD
Group Director: Bert Hamaoui
Managing Director: Carolyn Parodi
Associate Media Director: Winter Shah
