Dark
Mode Ads
PLENITUDE
Project Overview
The innovative tool that
makes digital advertising more sustainable.
PROBLEM: Plenitude, a sustainable energy provider, is willing to do that: its mission goes beyond supplying renewable energy, aiming to reshape how people consume and experience it. But this ambition faces a challenge. But this ambition faces a challenge. Like any company, Plenitude relies on advertising to build its brand and to grow. Yet one of its most powerful channels - digital OOH - is also one of the most energy-intensive light sources in cities.
CASE STUDY
A single digital billboard can consume as much energy as 23 homes in a year. There are 1.4 million of them across Europe.
IDEA: Plenitude developed “Dark Mode Ads”, an innovative tool that uses intelligent color optimization to apply dark mode to any creativity, reducing DOOH energy usage by up to 74% without compromising visibility.
OUTCOME:
Within weeks, a single act turned into collective action. Some of Europe’s biggest brands, including Whirlpool, PayPal, Heineken, Renault, Collistar, Nutella, and Rio Mare, turned their ads into Dark Mode. European media group Urban Vision is considering adding Dark Mode Ads to its offer. The campaign landed strongly with brands and consumers; it was seen across Europe over 58 million times. In the first week of airing, Dark Mode Ads saved 7,105.08 kWh - the equivalent of 2.6 years of energy use for an average household. But this is just the beginning: if adopted at scale in Europe, Dark Mode Ads could save up to 18 billion kWh per year, enough to power 1.3 million households.
UX
BOARD
