Eskom Electriciy

COPY: Use Electricity Wisely

You know I sometimes will have outdoor ideas like this one, where the ad uses light in some way at night to make a point. I like this billboard. But what I don't get is, what do people think of this ad during the day time? It doesn't really make sense. It's awkward and confused during the day, but brilliant by night. And I just don't know if you can call anything a great ad, if it's only great half the time. Make sure your work makes sense from every angle.

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Cathy said...

Good point. Maybe it's near a night time venue like an arena or something? So if a great deal of people leaving a concert or sporting event see it - then it would be worth it.

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Im going to assume that the billboard is painted to make it look like it is lit during the day too.....

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I think it still makes sense during the day. Because it takes only one view of it at night, or the comment of someone who as seen it, for it to have the same impact when seen during the day.
The spot lights don't move away with the sun!

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I have never seen the ad for real but I also assumed it was painted that way as well. Anyway, it certainly is an ingenious way of making a point. Your entry also has a point though. No matter how great or innovative your idea is, you have to make sure it applies to everything or else the whole thing won't leave such a great impression. If you're going to do something, you might as well do your best.

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