Energy Upgrade California Darkens Its Own Ad to Save Energy

Energy Upgrade California, in partnership with DDB San Francisco, is leading by example this Earth Day with ‘The Most Energy Efficient Campaign Ever'. The campaign launches with a dark TV spot that actually saves up to 20% more screen energy than the average commercial. From radio to outdoor to activations, every piece of the campaign will save a little bit of energy and encourage people to do the same because as the campaign says, 'it all adds up'.

Sitting at the centre of the initiative is an Earth Day activation on April 22nd in partnership with MLB’s Oakland A’s. Energy Upgrade California will create an energy efficient National Anthem when the Oakland Athletics host the Texas Rangers. With no microphones, no music, no speakers, and no videos on the jumbotron, 20,000+ fans will show their respect for the country, as well as the planet, solely through using their voices.

Launched April 15th, the local campaign also features a series of energy-saving creative pieces including TV, social, digital, OOH, print, and radio. By using less space, less ink, darkened screens, and lowered volume, the ads in the campaign actually save energy and encourage people to take action themselves.