In 2004 The Economist, the business magazine, worked with BBDO to install a billboard with a light bulb. When anyone walked underneath it, the light turned on. In 2011 the humor magazine MAD installed a billboard with a light bulb. When anyone walked underneath it, the light turned off.
The Mad Light Bulb campaign was developed for Panini Verlags at Serviceplan Gruppe, by chief creative officer Alex Schill, creative director Henning Patzner, copywriter Valerie Koch, art directors Jan Kromka and Stefanie Paulus, account supervisors Dorle Mietzner, Annmarie Möller and Ekki Frenkler, and graphic designer Andreas Kienle.