Eye, an out of home advertising agency, has been working with Leo Burnett Sydney and GSP Print to produce glow-in-the-dark billboards to support the 2009 Earth Hour campaign. Large format billboards were placed along major traffic corridors and in Sydney Airport’s T2 Domestic Terminal to prompt commuters to take part in Earth Hour. Hopefully commuters have the sense to wait until they get home before they turn off their lights.
Tony Kenna, General Manager EYE Sales commented, “The highlight of the campaign is the glow-in-the-dark billboard execution located on Victoria Road in Sydney. The appropriately tailored message ‘It’s amazing what you can see in the dark’ complements the glow-in-the-dark technology perfectly.” The modification of the site allowed the technology to charge up intermittently, which enables 40 minutes of glow-in-the-dark illumination across the night sky every hour between 7 pm and midnight, and 5 am and 7 am.
“It’s great to see media operators, agencies and production houses working together to ensure a well-targeted, creative idea is followed throughout the production process to present a well-executed, specifically targeted campaign,” added Mr Kenna.