To increase awareness around the importance of electricity for AES Eletropaulo, Brazilian ad agency Dim&Canzian created light post projectors. The projectors used lamp light to project special moments of people's lives exactly where they happened. Lamp posts were fitted with magnifying glasses and acetate with printed messages to project large message-containing spotlights on the ground. The ads were visible to pedestrians walking by.
After soliciting personal stories from clients online, Dim&Canzian chose heartwarming entries. Each online entry had a story along with a location. If chosen, a lamp post at that location was fitted with a projector along with the chosen story. Things like "this is where my father taught me how to ride a bike" were projected on the ground.