Plenitude Brings Dark Mode to LED Displays, Reporting Energy Savings of up to 74%.
"Dark Mode Ads" turned a design decision into an idea and earned gold, silver and two bronzes at Cannes.
Image: Eni Plenitude · original publication Image source ↗
What happened
Plenide changed creatives from LED screens to dark model in campaigns and shops in Italy, Spain and France and reported energy savings up to 74% versus showing the same images with traditional compositions.
What changes
The medium and message become the same idea: visual design attests to the behavior that the brand wants to promote.
Why it matters
Advertising innovation does not always require new technologies and can come from rethinking how an existing infrastructure is used.
Implications for businesses
Shopping centers, shops and DOOH in Mexico can explore rules of creativity that reduce consumption without losing legibility.
One Rhino’s take
A good idea of advertising can solve two problems at once: to communicate and improve the operation of the environment itself.
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