This outdoor idea not only embraces the media at its disposal but also gives consumers a realistic world of advice to help tackle the current energy crisis in South Africa. The execution ensures that the consumer interacts with the message when a light is triggered by a sensor as they approach the bus stop – illuminating the shelter as well as the message, which reads: “Only use electricity when you need it”. This bus shelter is a strong reminder of how simple it is to save energy, by switching off a light when it’s not a use. And, so one of the world’s largest energy saving light bulb manufacturers, it shows that Osram is committed to educating consumers on just how easy it is to use energy.

Advertising Agency: Saatchi & Saatchi, Cape Town, South Africa