Glowing Billboards Offer Passerbys Boost Of Serotonin On Bluest Day Of The Year
‘Blue Monday’ is a day in the UK teemed the darkest and gloomiest day of the year. This is because temperatures are often staggeringly low, and daylight lasts but a few hours before submerging the country in darkness. This year, it fell on January 16.
Solgar, a vitamin company, has brightened up the bluest day of the year with an OOH billboard campaign designed to emulate the sun.
The ‘Golden Lights’ billboards were inspired by SAD lamps, which recreate sunlight. Winters are often rough as the short days affect mood and one’s immune system, especially for those dealing with seasonal depression, and such devices could be of great help for people to get through the days.
However, this time instead of a little lamp, Solgar and communications and advertising agency Saatchi & Saatchi have placed them on a much larger scale throughout London, Manchester, and Birmingham.
Each digital billboard hosts a lux-level light that can boost serotonin by standing in front of and basking in its glow. Not only that, but the campaign serves as a reminder for people to go out during the day and stand in the sun or take vitamin D, presumably Solgar’s, which is the heart of what is being marketed.
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[via LBBOnline and Creative Brief, images via Saatchi & Saatchi]
