Ad of the Day: Heineken Brazil’s ‘all black’ ad saves enough energy to power small town
Heineken Brazil has aired a completely black ad. The beer brand wanted to raise awareness and invite Brazilians to participate in its Green Energy Project.
The ad, created by Publicis Brazil, was made using screens with no light and ran during Brazilian prime time, reaching 33 million TVs in multiple open channels simultaneously.
According to LuzIS Consultancy, the act of having a ’black ad’ saved enough energy to power a small city made up of 57,000 inhabitants in Brazil for a few hours.
Heineken said registrations on the site for the project also had its highest peak hit ever during the ad.
Heineken Brazil made the shift to renewable sourced energy to brew its beer in 2020. The Green Energy Project has the goal of bringing renewable energy to 40% of partner bars and restaurants by 2030.