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."