To attract people to join BP, we took over a series of UK-based backlit adshel sites in locations where our target market work, live and commute from.
Then we turned the power off.
We didn't need it.
Instead, our ads were printed using glow-in-the-dark phosphorescent inks. Through the day the phosphors in the ink energize themselves by absorbing natural light. Then, at night, they slowly release that stored energy - emiting a glow and eliminating any need for other energy forms. It’s an approach that turned a recruitment message into a demonstration of BP's innovative thinking. Creating something visually striking and attracting people who are prepared to explore unlikely options to come up with brilliant ideas.
This professional campaign titled 'Bright Ideas' was published in United Kingdom in November, 2018. It was created for the brand: BP, by ad agency: Havas. This Outdoor medium campaign is related to the Industrial, Agriculture industry and contains 2 media assets. It was submitted almost 5 years ago.
Advertising Agency: Havas People, London, UK
Creative Director / Art Director: Dan Gregory
Associate Creative Director / Copywriter: Jonathan Lee
Project Leads: Nicola Woods, Ana Jones, Vicki Hyland (BP)
Media: Natasha Kyndt
Additional Credits: James Yates, Reece Creedon