Volkswagen made a giant 'SAD' lamp billboard to fend off Blue Monday

BBH created the glowing outdoor ad to promote the electric ID. Buzz model

Published On
Jan 17, 2023
two people looking at a billboard glowing in the dark next to a Volkswagen car under a bridge

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Yesterday was "Blue Monday," apparently the bleakest and most depressing day of the calendar year, but in London, Volkswagen was at hand to brighten things up. 

In a stunt by BBH London, VW's commercial vehicles arm created billboard that acts as a giant SAD (seasonal affective disorder) lamp. The glowing piece of outdoor, which emits a light mimicking sunlight and is actually made up several smaller lamps, invites people to “Recharge Here.”

The brand positioned the billboard near London's Waterloo station as part of a campaign for its .Volkswagen ID. Buzz, a five-seat people-carrier and cargo van that the brand launched at the start of December. It's powered by 100% renewable electric energy from Green Voltage UK. 

BBH created the work in collaboration with a team of engineers and designers at The Glue Society. 

"We all miss the sun at this time of year. But by turning a billboard into the world’s largest SAD lamp, we wanted to give passers-by the next best thing," said Stuart Royall, creative director at Bartle Bogle Hegarty, in a statement. "Just like the ID. Buzz itself, with its iconic design and Californian heritage, it’s like a little ray of (electric) sunshine." 


Jan 17, 2023
Client :
Volkswagen (UK)
Client :
Agency :
Head of Marketing PR and Communications :
Kate Thompson
Brand and Performance Manager :
Laura Bignall
Performance Marketing Manager :
Jill Keenan
Managing Director :
Holly Ripper
Executive Creative Director :
Helen Rhodes
Creative Director :
Stuart Royall
Creative :
Oliver Short
Creative :
Jennifer Ashton
Business Lead :
Adam Crowle
Account Manager :
Liam Smith
Project Manager :
Annabelle Whipp
Account Executive :
Isabella Rubins
Head of Art Production :
Sally Kursa
Art Producer :
Pippa White
Art Producer :
Matt Kitto
Strategy Director :
Aparna Bangur
Strategist :
Ellen Scholes
Art :
The Glue Society
Experiential Director :
Henry Curchod
Production Company :
Biscuit Filmworks/Revolver Film
Producer :
Daniel Linnik-Zhuravlev
Executive Producer :
Sam Chitty
Photographer :
Edward Bishop
Videographer :
Ronan Pollock

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