Agency self-Promotion

Background

In Spain, the cost of electricity had skyrocketed.

To combat it, the Government established time slots during the day when prices were cheaper. The problem was that people had to be aware of the time to know if they could use the oven, the washing machine or turn on the large lamp in the living room.

Idea

‘Prudent Lights’ were Christmas lights for the recipient’s tree or nativity scene that automatically turned off when electricity prices were highest, or when ‘the Christmas spirit costs you an arm and a leg’, as the campaign slogan put it. They shone only when the user wanted them to, so the holiday celebrations wouldn’t send bills soaring.

The ’Prudent Lights’ were launched in a humorous video that showed the surprise party a family was preparing for their grandmother, Prudence.

Instead of being delighted, she was horrified by all the flashing lights they had used to decorate her home.

Results

Though the campaign addressed the situation in Spain, it also made news in other countries around the world where energy prices rose dramatically thanks to what was called ‘the global blackout.’

Our Thoughts

Most agencies give their clients bottles of some sort at Christmas. (See pages 14-15 and 16-17). But fears of Western sanctions against Russia, Europe’s biggest supplier of natural gas, tripled energy prices in Spain in under six months.

In sending out clients and friends these lights, Shackleton was looking at the broader cultural picture.

Sometimes, it has to be said, I look at ideas through the eyes of a creative director rather than through the eyes of a normal human being. And this one is a case in point. I was not enormously impressed with the gift when it arrived through the post at Christmas. My wife, however, thought the lights were fabulous. Thoughtful and relevant. They will most certainly be decorating our tree next year.