LED screens used in digital advertising are usually always on. That’s a lot of energy usage. A 602 metre billboard uses as much energy per year as 23 European households.
LePub and Plenitude, a company for environmentally responsible energy, have found a way to make them less energy hungry, Dark Mode Ads. By converting ad content to dark mode, energy consumption can be reduced up to 74%.
Plenitude’s Dark Mode Ads created by LePub, with the support of its tech and innovation collective, LeGarage, start from a key insight – darker colours require less energy to be displayed. This is also confirmed by a study conducted by Certimac, an independent research institute appointed by Plenitude, which highlights how colour choice directly influences the energy consumption of LED screens. Digital advertising can maintain high visibility while it reduces energy impact.
The initiative is not limited to owned assets. Plenitude has already started converting the LED screens in the windows of its Italian stores and its DOOH advertising spaces in Italy, Spain, and France into dark mode. To encourage large-scale adoption, LePub has developed a digital platform, available to all brands, capable of automatically converting creatives into dark mode while preserving their visual effectiveness.
The goal is to enable a new standard for digital advertising by involving brands, media owners, and agencies in a concrete rethinking of the role of creativity in reducing energy consumption.
The initiative reaffirms Plenitude’s commitment, as a Benefit Corporation, to raising awareness against energy waste.
Credits:
Creative Agency: LEPUB
Global CEO LePub, CCO LePub Worldwide: Bruno Bertelli
Global Chief Creative Officers: Cristiana Boccassini & Mihnea Gheorghiu
Chief Creative Officers: Luca Boncompagni & Cinzia Crociani
Creative Director: Azim Abasbek
Associate Creative Director: Matteo Gemelli
Art Director: Martina Desantis
Copywriter: Francesco Codemo
Global Head of Creative Technology: Mauro Mazzei
Client & Operations Manager: Stefano Girardi
Global Head of PR & Communication: Isabella Cecconi
Senior PR Manager: Luca Orioli
Head of Strategy: Ricardo Coen
Comms Strategist: Barbara Gileno
Strategist: Davide Brock
Group Account Director: Luigi Palma
Account Supervisor: Federica Cavalli
Chief Production Officer: Francesca Zazzera
Head of Production: Anna Sica
Producer: Francesca Castello
Junior Producer: Arianna Pellegrini
Editors: Enrico Munarini, Ali Abdulcadir, Alessandro Maffioletti, Luca Fornaciari & Nicola Mucelli
Motion Designer: Dario Lipani
Motion: Fabio Bertini, Simon Gottlieb & Matteo Cassetta
Colourist: Claudio Beltrami
Music: Audio Network
Music Consultant: Massimo Giordani
Production: PRODIGIOUS
Head of TV: Alessio Zazzera
Senior Producer: Nicolò Dragoni
Junior Producer: Giovanna Distefano
Director: Tommaso Bianchi
DOP: Fabio Casati
Head of Post-production: Alfredo Beretta
Compositors: Alessandro Sanna, Fabrizio Volpi & Mattia Palomba
Media Agency: CARAT ITALIA
