DDB San Francisco showcases a green billboard display

Green OOH is the need of the hour. The Drum reports that DDB San Francisco recently worked with Energy Upgrade California to show that Californians can be ‘Better Off’ when lights on billboards are turned off at night.

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 how energy can be conserved. 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.

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 emphasised the need for every Californian to make an effort to save energy.

They used a material called Light Tape that’s thinner than a credit card, so it can go behind the vinyl on a billboard. The entire surface of the tape was actually a light source which shone through the vinyl and it’s all completely solar-powered.

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.”