Krispy Kreme unboxes joy with SADvert light-emitting billboard

Krispy Kreme has unveiled a SADvert light-emitting billboard in Salford in a bid to dispense light therapy to an area that averages less than two hours of sunlight per day in January.

The campaign has been developed in response to research from the doughnut brand that found that one in five Brits get no more than 15 minutes of sun each day during January. This is in spite of the fact that more than half of us (56%) believe direct sunlight is the best way to boost a low mood.

The high impact 3D special build site intends to be a welcome addition to passers-by in January when sunlight levels are at their lowest and those suffering from Seasonal Affective Disorder (SAD) may be struggling the most.

Passers-by are required to touch a button for light therapy to activate the billboard – that features giant decorative doughnuts from the Krispy Kreme’s new 195 calorie range.

KRISPY KREME SADVERT


Subscribe to Marketing Beat for free

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


The campaign – created to launch the brand’s new creative platform Joy Unboxed – was produced by integrated PR & social agency Good Relations with support from sister agency VCCP Media as well as Open Outdoor and Clear Channel UK.

“Opening a box of doughnuts is one way to bring joy into people’s lives – so we wanted to make that literal. We’ve just had Blue Monday, often referred to as the most depressing day of the year, making this week arguably one of the toughest,” Krispy Kreme chief marketing officer UK and Ireland, Emma Colquhoun, said.

VCCP Media joint CEO Tara Marus added: “We have loved working with the team at Good Relations to support them and their brilliant client Krispy Kreme to create a fantastically creative outdoor ‘first’ in the form of this brilliant special build SADvert. High impact interactive out of home at its best, made possible by the brilliant team at Clear Channel.”

Krispy Kreme SADvert

BrandsCreative and CampaignsNews

Leave a Reply

Your email address will not be published. Required fields are marked *

Fill out this field
Fill out this field
Please enter a valid email address.

RELATED POSTS

Menu