DDB Canada has created an illuminated billboard powered by 120 volunteer bicycle riding pedalers. Each pedaler generates enough electricity to power the illuminated reindeer. For each hour the reindeer was powered up, BC Hydro made a donation to the Canadian Association of Food Banks.
Implications - The idea of green power has become popular amongst consumers who desire to see a minimization of negative environmental impact. Advertising agencies, such as DDB Canada, have brought this insight to life with a green billboard. Additionally, the idea promoted corporate social responsibility with a donation. Companies that are willing to try unique concepts that have no negative social effects will see benefit almost instantly.