Volkswagen Commercial Vehicles has brightened up Blue Monday by launching a ‘first-of-its-kind’ billboard that acts as a giant SAD Lamp.

Created by agency BBH, the installation is part of a campaign for the new all-electric Volkswagen ID. Buzz, which was launched in December last year and is currently available as a five-seat people-carrier and Cargo van.

Located near Waterloo station, the giant SAD lamp emits light that mimics the sun and its ‘positive, mood lifting effects’ are said to provide people with vitamin D and a serotonin boost.

According to the brand, SAD lamps can be used to help individuals with Seasonal Affective Disorder.

In keeping with the all-electric Volkswagen ID. Buzz, the billboard is powered by 100% renewable electric energy from Green Voltage UK. The brand added: “As Volkswagen’s first ever fully electric van, we thought it only fitting to use it as a source of positive energy.”

Subscribe to Marketing Beat for free

Sign up here to get the latest marketing campaigns sent straight to your inbox each morning

The campaign was also created in collaboration with a team of engineers and designers at The Glue Society.

“We’re likely all too familiar with the challenges surrounding the New Year, with Blue Monday often considered particularly trying. This is why we wanted to brighten the days of those passing-by with our SAD lamp installation and all-electric ID. Buzz – whose smile is infectious,” Volkswagen Commercial Vehicles brand and performance manager, Laura Bignall, said.

Last week, nutritional supplement brand Solgar unveiled a similar UK-wide out-of-home campaign titled ‘Golden Light’, in a bid to light up the nation on Blue Monday.

BBH creative director Stuart Royall added: “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. Just like the ID. Buzz itself, with its iconic design and Californian heritage, it’s like a little ray of (electric) sunshine.”