Energy Upgrade California: Energy Upgrade California

Credits & Description:

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
Snr. 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
Published: May 2018
Synopsis:
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.
The agency created a time-lapse video of the entire activation that shows the unique transformation the out of home space made over night.
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, emphasized the need for every Californian to make an effort to save energy.