Bright Ideas

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.