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light the way

BC Hydro
November 2006


Challenge

Generate enough “people power” to keep the lights lit on a BC Hydro billboard for one week, and garner publicity for the challenge.

Strategy

DDB Vancouver designed a 12 foot billboard featuring three-dimensional reindeer made of 1,500 LED lights, all powered by a single cyclist. With hundreds of volunteers coordinated by smak, the downtown Vancouver billboard was lit for five full days. For every hour the billboard was lit, BC Hydro donated to the BC Chapter of the Canadian Association of Food Banks. Media were enticed to cover the heart-warming and unique holiday story.

Results

Over 13.8-million impressions were achieved through media coverage of the event, with 32 key media outlets covering the story including top print and television outlets. In addition, $18,000 was raised for the BC Chapter of the Canadian Association of Food Banks.

 

 
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