The work was a winner in Ocean’s annual Digital Creative Competition 2022
In its first work for leading nutritional supplement brand Solgar, Saatchi & Saatchi this week launched Golden Lights, a cross-city OOH campaign transforming 12 digital billboards across the UK with S.A.D lamp-inspired, light-led creative as darkness fell on the bluest day of the year, Blue Monday (January 16).
The work used Ocean’s OOH digital screens in London, Manchester and Birmingham to host creative emitting a lux level that can help boost serotonin.
The campaign was awarded third prize in the brand category of Ocean’s 2022 Digital Creative Competition.
The glowing motion creative reminded commuters that shorter days can affect our moods and immune systems, inviting them to stand in front of the screens “to help boost serotonin”, and reminding them to top up their vitamin D levels with Solgar’s new vegan vitamin D on these shorter, darker days.
Helen Davis, senior brand manager, Nestlé Health Science, says: “With more limited sunlight, winter is the time our natural vitamin intake may suffer, so what better way to lift spirits on the bluest day of the year than with sunlight-inspired creative? We want to give commuters a little light as darkness falls on the ‘bluest’ day of the year and are delighted that Saatchi were able to bring this ambition to life in such a practical and unique way across the UK’s three major cities.”
Franki Goodwin, CCO, Saatchi & Saatchi, adds: “The best ads are often the ones that bring a bit of light relief but they are rarely scientifically proven to do so! Harnessing Ocean’s technology and some amazing sites across Britain to bring golden light to the nation on its most miserable day is really special and we’re basking in the joy of it.”
Appearing exclusively from 4pm to 8pm on Blue Monday, Golden Lights is Saatchi & Saatchi’s first work for Solgar, the multi-award winning and globally distributed supplement and vitamin brand.