In an experiment in energy conservation for Earth Day, Energy Upgrade California and DDB San Francisco took over a billboard in Los Angeles on Interstate 405 to demonstrate that together we’re #BetterOff. They arranged to have the usual lights on the billboard turned off for a night to create an alternative ad supporting the Energy Upgrade California initiative on top of the existing advertiser’s message, without the use of electric power.Lighting the static billboard space at night usually consumes a great deal of energy, but this idea transformed the out of home placement into an off-the-grid media space. Using a special solar powered material, the Energy Upgrade California message illuminated after the power was turned off, taking over the existing billboard once it became dark outside. The #BetterOff billboard emphasized the need for every Californian to make an effort to save energy.The billboard’s regular ad was for McDonald’s chicken menu items. When the Light Tape was activated by night, the text changed to: “This was an ad for McDonald’s. Thanks to their partnership, it’s now an ad that saves energy.” It also featured McDonald’s and Energy Upgrade California logos, as well as the #BetterOff for Earth Day hashtag.CreditsClient: Energy Upgrade CaliforniaExecutive Division, Supervisor, California Public Utilities Commission: Stephanie GreenExecutive Division, News & Outreach Office, California Public Utilities Commission: Daisy YeeCreative Agency: DDB San FranciscoChief Creative Officer, DDB North America: Ari WeissExecutive Creative Director, DDB San Francisco: Ben WolanCreative Director, DDB San Francisco: Samantha BrownSr. Copywriter, DDB San Francisco: Boomer CruzHead of production, DDB San Francisco: Marla UlrichCreative Technology Officer, DDB New York: Alexander ReaClient Services Director, DDB San Francisco: Matt PerryAccount Director, DDB San Francisco: Oletta ReedAccount Executive, DDB San Francisco: Amanda FullerAccount Supervisor, We Are Unlimited: Taylor KnowlesMedia Agency: OMDGroup Director: Bert HamaouiManaging Director: Carolyn ParodiAssociate Media Director: Winter Shah