The creative idea required the media team to be careful with the selection of the right board. The chosen board had a solid combination of walk and drive traffic to maximize exposure. We also wanted to make sure that we chose a board that had longer dwell time associated with it so passers-by could appreciate the wit of the execution. Thus, our chosen board is also one where traffic frequently backs up as it enters the downtown core. Our media vendor assisted in removing the individual tri-board panels and ensuring the faux “insulation” would stand up in an out of home environment.

This execution is one piece of a larger campaign designed to encourage British Columbians to change their power consumption habits. A post campaign study has attributed this campaign with a 7% increase in favourability towards power saving behaviour amongst British Columbians.