British Gas has today announced the launch of an out of home campaign with Posterscope and Carat, which will look to promote its smart meter offering.
The two-week, 6-sheet campaign is running across key cities to show how energy is being used in homes, transforming the image of an ordinary toaster into a blue wireframe mesh, revealing the energy travelling through the electrical appliance.
The printing technique, developed and produced by lenticular specialists Hive Associates, produces a visual transformation on an otherwise static poster by interlacing two images together, flipping between each other as passersby view the poster from different angles.
Amy Holland, advertising manager for British Gas, said that the campaign would aim to drive awareness of smart meters and their benefits, to existing customers.
"Within the creative we demonstrate how smart meters will transform the way customers see their energy (knowing exactly what they're spending) by literally showing gas and electrical appliances being transformed into blue wireframes. Showing the visual transformation of the appliances is key to the campaign and lenticulars have provided us with a great opportunity to showcase this and thus highlight the key benefits of smart meters much more so than in static media," she added.